After 15 years of Molson Coors products, Alouettes fans could be drinking another brand of beer at home games come next season.
A longtime partnership between the Montreal Alouettes and the multinational brewing company will not be renewed, according to the Journal de Montreal.
The report says the 15-year-old agreement between the two organizations ended at the end of the 2013 season.
A clause in the contract gave the brewery a set period of time during which it had the exclusivity of renegotiating the contract, which it decided not to do.
The rupture leaves the door wide open for another brewery to become the football club's new official partner.
Multiple reports indicate Labatt brewing company has expressed an interest in becoming the Alouettes' new partner.
A Labatt spokesperson declined CJAD's request for comment.