Sochi beer fridge returns to Canada

The Molson Coors beer fridge that only opened for holders of a Canadian passport has returned to the country in time for its national holiday – with a twist.

A fridge filled with free beer that opened when a Canadian passport was scanned was installed at the recent Sochi Winter Olympics.

Having toured Europe and Asia, Molson Coors has announced that the fridge will be back home in time for Canada Day on 1 July but this time, it will open after a rendition of the national anthem “O, Canada”.

The national holiday is a key marketing period for Molson Coors, the country’s biggest brewer, which sees an average sales boost of 12 million bottles of beer in the run up.

Darren Quinton, brand manager for Molson Canadian, said: “We’re very fortunate to be a beer that’s synonymous with this great holiday, and over the last few years we’ve been able to unlock a lot of great creative that’s some of the best work we’ve done in the past decade.

“This piece really adds to that and helps us tell our Canadian story in the lead-up to a key sales period.”