Molson is intrinsically linked to hockey, and hockey to it. With the Edmonton Oilers making it to the Stanley Cup Finals for the first time in 18 years, we needed a way to become a natural part of the Stanley Cup conversation at a time where brands are constantly hopping on the bandwagon. Thankfully, the hockey gods delivered in the form of Leon Draisaitl, who had made playoff history just days before. What better way to show that we pair well with the finals than by re-naming one of our products after a player who also pairs well with them? Thus, Molson Dry became Molson Drai to celebrate the Oilers return to the Stanley Cup Finals, and become a natural part of the Stanley Cup conversation - cementing Molson’s place in the hockey zeitgeist, winning over the hearts and minds of Edmonton Oilers fans, and ultimately increasing sales of regular (non-wrapped) Molson Dry by 660%.