Nation's Oldest Brewer Integrates Research-based Approach to Community Investment
TORONTO, ONTARIO--(CCNMatthews - May 30, 2007) - Molson is putting a novel twist on philanthropy, announcing today the commencement of a new stakeholder driven $4.5 million (over three years) community-investment program. This amount is in addition to Molson's existing commitments of $2.9 million. This new program is the result of a year-long research project in which Molson integrated feedback from consumers, stakeholders such as key clients and its 3,000 employees through interviews and online questionnaires.
Molson received an overwhelming response from everyone surveyed, all of whom expressed the mutual desire to focus future Molson donations on the creation of active and healthy communities in areas where Molson conducts business.
"When we began this research project a year ago, we decided it was time to reconsider how we approach philanthropy by shifting our donations from charitable contributions to community investments," explained Scott Ewart, chief legal & public affairs officer, Molson Canada, one of the study leaders. "This new structure will allow us to build a stronger connection with both our employees and our consumers while aligning their expectations with our giving."
The new approach will combine cash contributions with internal volunteer opportunities and target programs that are primarily committed to improving the lives and enriching the communities in which Molson employees and customers live. Organizations that will be assisted are those that are specifically dedicated to improving the lives of young adults aged 19 to 29 years old.
"Investment in Canadians through a focus on volunteerism in addition to monetary means is a good way to build and maintain healthy communities," said Ruth MacKenzie, President of Volunteer Canada. "I'd like to congratulate Molson for their constant innovation and dedication in creating volunteer and philanthropy programs that are sustainable and practical."
To celebrate the launch of this new community investment program, Molson today proudly gives five individual $20,000 donations to organizations in communities across Canada.
Community investment has been a part of the Molson tradition since 1786 - a tradition that is woven into the cultural fabric of the corporation and continues to thrive today. The brewery's founder, John Molson, wanted to give back to the people and community that gave him success and the privilege of brewing beer in this country. We still hold this belief today and give back by helping charities and supporting community events throughout Canada.
To find out more about Molson's commitment to Canadian communities and more information about submitting a donation request, please click on
www.molson.com and see the new "In the Community" page.
About Molson
With roots dating back to 1786 and a time-honoured tradition of brewing quality beers, Molson is proud to play its part in communities across Canada. With an emphasis on helping Canadian young adults aged 19-29, Molson is proud to support the development of active lifestyles, healthy communities and physical wellbeing and in commun
ities coast-to-coast. For more information on fund eligibility and allocation, visit Molson.com.
