In fall 2009, Rickard's added a new flavour to its line with the launch of Rickard’s Dark. Molson Coors hired DISTRICT to organize the official launch of Rickard’s Dark in Montreal in the context of an extended cocktail reception.

NUMBER OF GUESTS: 300 including hotel professionals, bartenders, and grocery store owners.



  • Host an upscale, sophisticated tasting evening

  • Serve appetizers that go well with the beer

  • Incorporate branding into an urban woodland setting

  • Provide guests with distinctive entertainment