Nov 7, 2012, 4:27 PM EST
In sad news, the NHL lockout has led to a marked decrease in the sale of suds across Canada.
“Whether it’s people not actually physically going to the venues and consuming there, consuming in venues around the outlet before that, or indeed having NHL sort of parties at home, all of those occasions have disappeared off the map and you just can’t replicate them,” Molson Coors CEO Peter Swinburn told the National Post on Wednesday.
Molson Coors became the official beer sponsor of the NHL in 2011, signing a seven-year deal reportedly in the neighborhood of $375 million.
Swinburn expects “some redress” from the league as a result of the lockout, but wouldn’t get into specifics.
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