GOLDEN, CO: Molson USA has hired Chicago-based PR agency Wheatley & Timmons as it steps up its US marketing efforts.Wheatley will work on distributor and trade media relations for Molson, as well as drum up attention for a major promotional event, Molson's Chiller Beach Party, scheduled for this April in Miami Beach.
Molson selected Wheatley because of its previous work with imported beers in the US, said Geoff Molson, director of field marketing for the Canadian brewer's US operations.
The agency's mission will concentrate on "making Molson look bigger than it is in the States,
said Molson, a seventh-generation member of his family to work for the brewery. Founded in 1786, Molson is the oldest brewery in North America.
Molson had previously worked with Miller to market three of its beer offerings in the States. But after becoming dissatisfied with that arrangement, last year it set up a new joint venture with Coors Brewing Company, and decided to concentrate its US marketing efforts on its Molson Canadian beer label, Molson said. It has since introduced new packaging in the US.
The brewer has yet to determine total spending for PR and marketing for its new US campaign.