Giant beer companies excel at ludicrous advertising campaigns and contests. But Molson is attempting the promotionally sublime via the ridiculous with the creation of what may be the world's biggest beer keg.
The Molson Canadian Megakeg, as it's officially known, when positioned on its podium, will stand a full 10.6 metres high and 4.8 metres in diameter, with a 4.8 metre-tall beer tap ready to dispense a conceptual capacity of 500,000 beers.
It goes without saying that the September 20 unveiling of the Megakeg on Hanlan's Point will be the ultimate party. Potential partygoers can go to molsoncanadian.ca/megakeg for details.
Once it's been thoroughly christened at Hanlan's Point (and we know that's not the first time that's happened), the keg will move to an as yet undisclosed location where Molson hopes it will join the ranks of Canada's great works of roadside giganticism, like the world's largest illuminated fiddle or the world's largest Easter egg.