Molson Coors Purchases Microbrasserie Le Trou du Diable
On November 9, 2017 At 10:00 am
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SHAWINIGAN, QC – Quebec beer news website Bières et Plaisirs reports that Microbrasserie Le Trou du Diable has been purchased by Molson Coors, and is now part of Six Pints, the division that oversees the company’s craft brewing operations in Canada including Creemore Springs, Granville Island, and Brasseur de Montréal.
The deal is reported to include the purchase of the Le Trou du Diable brands and trademarks, and its production brewery on Avenue De La Station in Shawinigan, but not the original brewpub on Avenue Willow.
“Le Trou du Diable has a hundred families that depend on it,” says Isaac Tremblay, Executive Director, in a statement to Bières et Plaisirs. “Making sure we have a partner who understands who we are has been a decisive factor in the decision to sell.”
“It’s a win-win solution for both,” adds Luc Bellerive, Financial Dirctor. “Our brand will radiate even more in a network that could never have been built otherwise.”
More details about the purchase are expected to be announced during a press conference at Le Trou du Diable brewery later today.
UPDATE (11:30 AM): The full announcement about the acquisition has been released, and can be read here.