SHAWINIGAN, Que. — Six Pints Specialty Beer Company, a division of Molson Coors, has acquired Quebec-based microbrewer Trou du diable.
“We are thrilled to welcome Trou du diable’s passionate team into the extended Molson Coors family. Partnerships like this one, and those that we have established in the past, demonstrate the importance that we place on the craft- and specialty-beer segment. They also show that Molson Coors is ready to invest to delight beer drinkers of all kinds,” says Frederic Landtmeters, Molson Coors Canada president and CEO.
The microbrewery’s brewing operations are to continue unchanged. For the time being, sales and distribution to retailers that deal with Trou du diable will continue to be handled internally by its team. The company’s suppliers, as well as sport, culture, social and community partnerships, will also be maintained. The agreement does not extend to the restaurant on Willow Avenue in Shawinigan, a distinct entity set to remain fully independent.
“This group decision will enable Trou du diable to realize its full potential and continue to flourish in an ever-tightening market,” says Isaac Tremblay, president and manager, Business Development at Trou du diable.
The founders, managers and employees will remain on at the microbrewery, as will the employees of the Shop du Trou du diable, located at 1250 avenue de la Station, in Shawinigan.
