[1] Its stated mission is to "provide thoughtful leadership and strategic focus to grow the beer category and facilitate the commercial success of Canada's brewers.

"[2] Its current Board of Directors[3] Chairman is Frederic Landtmeters, President of Molson Coors Canada.

President Luke Harford wrote to the government Yukon Liquor Corporation that "'Alcohol can cause cancer' is a false and misleading statement".

While the Yukon government thought that the threats of legal action were unfounded, they were persuaded to end the study by the risk of expensive and prolonged litigation.

Since the scientific literature has been interpreted by international cancer experts as providing definitive proof of alcohol's causal role, such a case could not be proven."