The monument was revealed to winners of a contest themed around the Mega Keg in September 2008.

Molson Canadian contracted Mississauga, Ontario-based Kubik to design and construct the massive monument.

[4] The Molson Canadian Red Leaf Project is an environmental platform that was introduced in 2011, which saw 100,000 trees planted in locations across Canada, in addition to park clean-up efforts in ten cities.

[5] In February 2011 Molson entered a partnership with the National Hockey League, however, a series of court rulings delayed the beginning of the partnership until the opening night of the 2011–12 season on October 6.

The $375-million deal, which runs seven years, reportedly includes the following expenditures: approximately $100-million for the rights, $100-million in guaranteed advertising buys, and $100-million in so-called activation, which includes costs for the events and special promotions staged by Molson to capitalize on its rights.