The marketing reps at Molson-Coors wanted to add some frothy fun into the mix as they co-ordinated the tricky transport of massive beer-brewing tanks to Chilliwack this month.
So they came up with a special hashtag — #beertanks — to lighten the load with levity.
Two of the larger brewing tanks will be wrapped with a Molson Canadian and Coors Light banner, making it appear from a distance as if two large cans of beer are being shuttled through traffic.
British Columbians are now invited to snap a “#beertanks selfie” and post it if they happen to spot one of the tanks en route, either by water or on land, as they head to the new brewery site under construction in Chilliwack.
“The #beertanks adds some fun to the whole project,” said Ferg Devins, communication strategist supporting Molson Coors Canada.
About 50 tanks of varying sizes were slated to arrive in Canada this week on a freighter.
Weeknight road closures in Chilliwack are scheduled to start on May 27 to accommodate the tank transport by road.
The pre-fabricated brewing tanks arrived at the Surrey docks, were prepared to be barged up the Fraser River, where they will be transferred onto flatbed trucks to take them the rest of the 12 kilometres to the new brewery site on Kerr Avenue in Chilliwack.
“We are very excited to be building two new breweries in Canada, the Fraser Valley brewery in Chilliwack and our new brewery in Longueuil, Quebec,” said Amy Michtich, chief supply officer for Molson Coors Canada.
That makes for an exciting time for the planning team, in anticipation of the tanks’ arrival.
“It will be an impressive sight to see on water and land,” Michtich said.