On September 21, 2013, Molson Canadian brought 800 lucky contest winners from across the country to the ruggedly beautiful Ontario landscape of Muskoka for Live at the Lake. Overhauling a traditional summer camp, Molson Canadian created a down-home, cottage-country experience headlined by country music icon, Eric Church. Live at the Lake succeeded in reaffirming Molson’s long-standing connection to music while developing brand loyalty with attendees that will last a lifetime.