The story of Laurentide Beer: Created by nationalism, revived by nostalgia

Laurentide beer is an icon of Quebec’s brewing scene. Its story starts in 1962, when Molson decided to tap into the province’s national spirit by launching a distinctly Quebec beer.

Exclusively produced in Quebec, Laurentide was created specifically for the province and wasn’t available anywhere else in Canada. Molson’s strategy was to create “regional” products to get closer to its clientele. That led to Laurentide entering the Quebec market amid the Quiet Revolution (remember the Maîtres chez nous or “Masters of our own house” slogan from the election of that same year) that drove at the heart of Quebec nationalism. The Laurentide label directly targeted Quebec’s identity.

Why name it Laurentide? Because it evoked a great northward escape from Montreal and into the largest segment of Quebec’s beer market. The name “Laurentide” is significant to the market and was most likely chosen because of the socio-political context of the time. A large nearby population, the reference to Laurentians, and the northern wilderness—all of these elements anchored the brand in local identity and sparked its inspiration.