Labatt Breweries of Canada

The Secret 'Squatch: the hidden Sasquatch wasn't there on day one. In the early '90s, as market share slipped, a marketer noticed drinkers loved hunting the 'hidden rabbits' on Molson Old Style — so the design team tucked a tiny Sasquatch into the mountain art. The controversy: the modern label's mountain isn't even in the Kootenays — it's a Whistler backcountry cliff ~700 km from the glacier the beer is named after.