The Molson Masterbrand was revealed in January 2019. Credit: CNW Group/Molson Coors Canada.

Molson Coors is set to release new branding and packaging for Molson beer in Canada.

The company has collaborated with design agency BrandOpus for new cases, cans and bottles for its Molson Canadian, Molson Export, Molson Dry and Molson Cold Shots products.

Molson Coors said that the new designs pay tribute to the company’s Canadian roots and history.

“This new visual identity and supporting launch campaign is not just about commemorating our 233-year history, but it’s about our drive to keep the legacy going.”

Molson Coors Canada Marketing Senior director Joy Ghosh said: “What a unique and humbling responsibility it is to uphold a heritage so rich. I’m proud to be a caretaker of this legacy, and to share the Molson story and its impact in our Canadian community.

“This new visual identity and supporting launch campaign is not just about commemorating our 233-year history, but it’s about our drive to keep the legacy going. To act today, and inspire tomorrow.”

In conjunction with the new branding, Molson Coors is also set to launch new campaign ‘History Is In Your Hands’, which will encourage people to positively shape history through personal contributions.

In November last year, Molson Coors announced planned to gain a share of the Canadian cannabis-infused beverages market in preparation for edibles to be legalised in 2020.

Prior to this, the company started construction of its new brewing facility and distribution centre in Longueuil, in October.