Molson's Summer Sampling program across Quebec invited consumers to discover and taste Molson beverages in various bars, restaurants and golf courses. The aim was to create a warm atmosphere and bring the liquid to consumers' lips, encouraging them to purchase a drink on the spot later.

Molson representatives made their request through Molson's internal platform, and the HXM team handles the logistics of executing the activation: reservations, confirmations, communications, logistics and fulfillment.

IN 2024, this program has evolved into over 450 activations across all major Canadian markets.