RE: Molson Breweries - Molson Introduces New Beer First Molson Launch with British Columbia as Key Launch Market.

VANCOUVER, British Columbia--(BUSINESS WIRE)--June 6, 1995--With an eye to creating a strong new home brand to strengthen its line-up, Molson Breweries has introduced Jack Hammer, a traditionally brewed beer aimed squarely at the young adult market.

Jack Hammer, the first product launched independently by Molson Breweries' Western Region, is the newest member of the Molson family. British Columbia is also the first market to introduce this new Molson product. "Jack Hammer's appeal is to today's young adult beer drinker," says Blair Shier, President, Molson Breweries, Western Canada Region. "There's no pretension about it. It's the real thing - a straightforward and very drinkable lager beer." The new beer's key feature is a double-hopping process, which delivers a quick, clean taste.

The name "Jack Hammer" was chosen from a list of hundreds of potential names. Target customers told the brewery that "Jack Hammer" perfectly depicts the personality they were looking for in a beer--authentic, confident, and action-oriented. "The name perfectly describes this beer and its personality," Shier says. "It's straightforward, self-assured and contemporary. What you see is what you get."

In addition to its unique taste, Shier says that Jack Hammer fills an important market niche for Molson. "Ten years ago, the Canadian beer market was dominated by a small number of "super brands'," explained Shier. "Today, beer drinkers have two or three home brands, plus a number of occasion brands. It has made the market much more volatile."

Molson found that while no beer could compete one-on-one with Canadian in the West, Canada's oldest brewery needed a larger brand selection to compete effectively with all the specialty brands appearing on the market. Molson was also focused on increasing its share within the key 19-24 year old male group. Jack Hammer achieves both of these objectives.

"Jack Hammer allows us to regain some market share in key segments here in the West," confirmed Shier. "But above that, it is a very good product that we are very proud of."

Jack Hammer's print advertising campaign will begin immediately with full page ads in selected publications in British Columbia and Manitoba. Jack Hammer's television campaign will begin on June 10 and radio spots will hit the airwaves on June 24. All of Jack Hammer's advertising will feature the tag line "Start Something," and communicate the refreshment and excitement of Jack Hammer's quick, clean taste.

Sponsorships

Molson also announced its sponsorship of Thunderfest the "Jack Hammer Liquid Oval" on August 9, 10, and 11 in Kelowna - the 9th event on the UHRA World Series Circuit of unlimited Hydroplane racing. As well, Molson's Jack Hammer will be a sponsor of the Vancouver Voodoo.

Jack Hammer, brewed by Molson, has been introduced to the British Columbia market at regular beer prices and is available in 12 pack bottles and packages of six and 15 cans. Jack Hammer will be available in Manitoba starting June 10.

CONTACT: Molson Breweries

Bruce Pearce, 604/664-1997

or

Barr and Wilcox Group

Mat Wilcox, 604/488-1100

or

Barr and Wilcox Group

Sarah Temple, 604/488-1100