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Molson Deal with NHL Leaves Bitter Taste for Labatt

The National Hockey League is switching from Labatt to Molson Canadian in a seven-year endorsement agreement with MillerCoors and Molson Coors Brewing Co, Bloomberg reports. The deal, which will begin with the 2011-12 season, is purportedly worth $375 million, the largest corporate sponsorship in league history. Meanwhile, Labatt is finding the announcement hard to swallow, saying it was in good-faith negotiations with the NHL to renew its sponsorship and vowing to “pursue all legal remedies.”

Below: Booze Newz samples eco-beer, does the can-can and brown-bags it.Continue reading...