In 2010, Miller Chill was launched in Quebec. Molson Coors hired DISTRICT to handle the launch with its retailers in Montreal and Quebec City.

DISTRICT’s mission was to convey the spirit of the refreshing lime-flavoured beer by organizing a launch event that incorporated sampling.


  • Host an evening of sampling with a focus on quality

  • Incorporate branding to an urban decor created mainly by stage design and video effects

  • Integrate the dominant features of Chill using visuals and decor

  • Integrate striking animation to entertain guests and contribute to the atmosphere


  • Graphics and invitation text

  • List of venue options

  • Technical logistics (sound, lighting, projection, and visual content)

  • DJ & VJ services

  • Animation

  • Full theme décor

  • Interior/exterior brand visibility plan and production of material

  • Menu choices that go well with the beer

  • Promotional staff

  • Style and choice of promotional attire

  • Souvenir video production