Toronto’s Rethink has been named AOR for Creemore Springs Brewery, adding to its growing roster of Molson Coors beers.

The brand awarded the contract back in February, says Caleb Goodman, partner and managing director, Rethink. Previously, Creemore worked with Cleansheet Communications, he says.

The beer is part of the brand’s microbrewery line, and is located in the Georgian Bay town of the same name.

The agency will handle marketing and communication for both the Creemore Springs line and its offshoot Mas & Noisy Brewery brand. It comes on the heels of Rethink’s highly successful Beer Fridge campaign for Molson Canadian, which has garnered international attention for shipping out a fridge filled with beer that could only be opened by Canadian passports. Its stop-over at the Olympics last month made headlines across the world.

The agency also works on Rickard’s, and has been actively pushing out smaller all-the-time content, using a “newsroom” approach for the brand (check out a couple of past examples here and here).

There’s no word yet on how the agency will approach marketing efforts for Creemore Springs, but Molson has in the past said it’s focused on creating more shareable content with increased budgets in digital to support the push.