Brewer says the limited release will be the first in a series of historic launches
Dating from a time when horse and buggies still dominated the streets of Toronto and Montreal—and a time when international brewing conglomerates and thousand-hectolitre-scale production were distant prospects—the recipe was found deep within the Molson archives. With more than 400 cartons of historic documents filling its archives, the company said the release will be the first in a series of historic launches.
The release comes at a time when the global beer market is both consolidating and splintering. As multi-nationals such as Molson Coors and Anheuser-Busch InBev build up their lineups with more unique offerings, small brewers have re-emerged across North America in the now widespread craft movement. While the jury is still out on how much of the market independent brewers can snatch from the established players, it’s clear the evolution has resulted in significantly more choice for beer aficionados.
Molson said each batch of unfiltered “John H.R Molson and Bros. 1908 Historic Pale Ale”—whose name is a mouthful in itself—will have its own unique qualities and flavour nuances.