Molson Coors Canada acquires Trou du diable of Quebec

By Mary Ellen Shoup

- Last updated on GMT

The acquisition of Tru du diable by Molson Coors Canada will provide expanded market exposure for the Quebec microbrewery. ©GettyImages/Thomas-Soellner
The acquisition of Tru du diable by Molson Coors Canada will provide expanded market exposure for the Quebec microbrewery. ©GettyImages/Thomas-Soellner

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Six Pints Specialty Beer Company, a division of Molson Coors, has acquired Canadian microbrewery Trou du diable to expand its premium beer portfolio.

Six Pints Specialty Beer Company was founded in 2011 by Molson Coors Canada to act as an umbrella to acquired craft breweries including Creemore Springs Brewery, Granville Island Brewing, Brasseur de Montréal, and now, Trou du diable.

“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,” ​Molson Coors Canada’s president and CEO, Frederic Landtmeters, said.

Six Pints Specialty Beer Company was named after the 18th​ century naval tradition of giving sailors a ration of six pints of beer per day, according to Molson Coors Canada. 

Founded in 2005, Trou du diable is located in Quebec and its beer portfolio includes La Saison du Tracteur, MacTavish in memoriam, La Pitoune, Les Quatre surfeurs de l'Apocalypso, La Morsure, Le Sang d'Encre and others.

Its beers are available throughout Canada as well as in 20 US states and 10 European countries.

In 2013, the Canadian craft brewer opened a more industrial-sized brewery with a brewing capacity of 50hl per brew, a “state-of-the-art” bottling line, and a distribution network.

 “This group decision will enable Trou du diable to realize its full potential and continue to flourish in an ever tightening market,"​ Isaac Tremblay, president and manager of business development at Trou du diable microbrewery, said.

The Quebec-based brewer’s operations will remain unchanged with sales and distribution to be handled internally by Trou du diable.

"If you like Trou du diable products, you are going to continue to like them. Our products will not be changing," ​André Trudel, brewmaster at Trou du diable, said.

L-R: Patrick D’Anjou, VP sales Quebec, Molson Coors Canada; André Trudel, Brewmaster, Trou du diable; Luc Bellerive, Finance Director, Trou du diable; Isaac Tremblay, President & Manager, Business Development, Trou du diable; Sandra Gagnon, Senior Manager, Marketing, Six Pints; Franck Chaumanet, member of senior management, Trou du diable (Pic:CNW Group/Molson Coors Canada) 

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