Groupe VIVA and Molson Coors revolutionize digital merchandising

Groupe VIVA, a leader in retail digital innovation, launches a refrigerator with a transparent LCD display for the Coors Light brand, a first in North America.

BOISBRIAND, QC, Feb. 25, 2014 /CNW Telbec/ - Groupe VIVA, a company specialising in digital innovations for retail and service outlets as well as many other sectors,  and the Molson Coors Brewing company are proud to announce the joint launch of an innovative merchandising project, a refrigerator with a transparent LCD display. The concept is simple: offer a cold beer while incorporating the visual and dynamic impact of a new digital media.

The struggle for brand supremacy in the visually cluttered environment of convenience stores is well known. The innovative concept proposed by Groupe VIVA aims to make Molson Coors products stand out and set them apart from other products available at the entrance of the store. The Coors Light brand was a natural for this digital innovation because of its product positioning and well-known slogan "Who wants a cold one?"

The project will be deployed in forty Couche-Tard stores as well as in ten bars and nightclubs in the Greater Montreal.

"As specialists in digital innovations, our objective is to combine the latest advances in technology and digital content and make them accessible to retail chains and major brands. We are very proud to partner with Coors Light, the bestselling brand of beer in Quebec and Canada", said Pierre Gendron, CEO of Groupe VIVA.

"Molson Coors is continually innovating both its products and its marketing, and this offensive is part of our constant quest for innovation and product differentiation. We are very proud to be deploying this North American first and with a trusted partner like Groupe VIVA", explains Daniel Dufresne, VP Sales, Quebec and Atlantic, at Molson Coors.

About Groupe VIVA
For the past 12 years, Groupe VIVA has been developing digital innovations to enhance the customer experience in all sectors of activity. Its solutions provide technical infrastructure, video and audio content and interactive applications in order to extend the reach of marketing communications in retail and service outlets and events. Groupe Viva's customers are primarily retail businesses, pharmaceutical companies, municipalities, restaurants, corporate businesses and members of the tourism industry. For more information, please visit

About Molson Coors Brewing Company
Molson Coors Brewing Company is a leading global brewer delivering extraordinary brands that delight the world's beer drinkers. It brews, markets and sells a portfolio of leading premium brands such as Coors Light, Molson Canadian, Carling, Blue Moon, and Keystone Light across The Americas, Europe and Asia. It operates in Canada through Molson Coors Canada; in the US through MillerCoors; and in the U.K., Ireland and in many Eastern Europe countries through Molson Coors Europe. Molson Coors is listed on the Dow Jones Sustainability Index for North America. For more information on Molson Coors Brewing Company visit the company's Web site,

SOURCE: Groupe Viva

For further information:

Maude Goulet / Charles Durivage
514-289-8688 ext. 237 / 227

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