The NHL lockout is causing a major headache for brewer Molson Coors Brewing amid the game’s Canadian popularity. Without games on the nation’s TV screens, beer sales are getting dented up north. Hockey generates a lot of beer-drinking in Canada–at bars, in homes or at the rink. It’s also an important way Molson brands Coors Light and Canadian in that market. CEO Peter Swinburn told Dow Jones that there’s no way the company can replicate the marketing reach the NHL offers, even if it diverted all ad spending from hockey to other outlets. So challenges in Canada appear likely to persist until the NHL and players reach a deal.