Molson Coors pulls jumbo size beer from shelves
Molson Coors Canada has pulled one of its most popular products off Alberta shelves in an effort to cap crime.
And that decision is brewing mixed reactions among some Calgary liquor stores.
The firm will no longer supply Alberta stores with its jumbo sized 1.18-litre beer, saying the move could help cut violence spurred by alcohol addiction.
“As our (founder) John Molson said back in 1825, we’re all members of a larger community, which depends on everyone playing a part,” said Molson Coors Canada spokesman Andrew Stordeur.
The beer has a proof of 10.1% — double that of regular beer.
Molson Coors Canada teamed up with the Neighbourhood Empowerment Team (NET) and Edmonton Police Service to launch the “1=What?” campaign in the Edmonton inner-city community of McCauley, as part of a broader violence reduction strategy.
Organizers of the campaign hope it will help customers realize one jumbo beer has the same booze content as seven regular beers.
To Bobby Kullar, manager of Bridgeland Liquor Store, at 630 1 Ave. N.E., who voluntarily stopped selling the jumbo beers four years ago, the company is making the right move.
“I think it’s a good idea because that beer is too strong — when people buy it they get drunk so quickly,” he said, adding he applauds the reason behind it. “Naturally, when you drink a cheap beer and drink too much … you are going to do something silly afterward.”
But Roger Landry, manager of Stacey’s Liquor Stop, 8330 Macleod Tr. S.E., is skeptical the move will make a difference.
“Hopefully it will help but there are other suppliers that have them as well,” Landry said, referring to other jumbo-size, high-alcohol beers for sale.
Royal Liquor Merchants owner John Dong agrees, saying even if the company pulls the product, customers will buy other liquor with a high alcohol content.
“People are going to forget about the beer and go after the whiskey that has 40% alcohol content,” he said.
He said while his sales won’t fall flat, he believes Molson’s will with the decision.
— With files from Tanara McLean, QMI Agency
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