For those CNE visitors who are of legal drinking age, one of the most refreshing activities of the summer is sitting on a patio, listening to some live music and enjoying a nice cold beer. Luckily for those visitors, all of this is possible at the CNE with the help of official partner Molson Coors Canada.

Molson has long been the beer sponsor of the Canadian National Exhibition, with pouring rights at five bars across the grounds. This includes the high-traffic Glow Bar, which shares its location with the Molson Canadian Midway Stage, serving up refreshing drinks and exciting free music throughout the entire CNE.

New for Molson this year is the addition of pouring rights at the Waterfront Bar, and an activation space within both the Innovation Garage and the Mustang Round Up to promote its flavoured beer brand Mad Jack.

Katherine Scott, Manager of Strategy at TACK10 has previous professional experience in the beer industry and has been impressed with Molson’s on-site footprint this year. “Nothing says summer like having a cold beer in the sunny outdoors at the CNE! Molson Coors has an incredible presence on-site, serving cold ones to CNE guests at five outdoor stages and through Mad Jack sampling. The partnership has allowed the CNE to elevate the concert experience for all and offer guests and exclusive contest winners VIP experiences with the opportunity to meet incredible Canadian musicians at Bandshell Park,” she says. 

The Partnership:
• Presenting Partner of the Midway Stage
• Pouring rights at five bars across the CNE grounds: Casino, Bandshell, Glow Midway, Waterfront, Northern Comfort Saloon with a brand attached to each based on the focus of the bar
• Molson Big Rig at the Bandshell
• Extensive brand presence
• Mad Jack new product sampling at Innovation Garage and Mustang Round Up


“The way in which Molson aligns its brands to the licensed areas really helps bring to life the brand of each bar. Molson provides extensive support through brand assets to ensure this is delivered,” says Laura Richard, EVP and Partner at TACK10.

Check out the Molson Canadian Midway Stage schedule to see which artists you can catch on the Midway, drink in hand or not! Be sure not to miss the Practically Hip, a Canadian favourite cover band at the Midway Stage this Friday, September 1st.