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Moosehead Launches Light Beer in US |
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Wednesday, 23 July 2008 |
 Moosehead USA, the new US importing arm of Moosehead Breweries, announced in March the US launch of its light beer, Moosehead Light. The premium light beer was expected to be available in 10 markets beginning April 2008.
"This is Moosehead USA's first brand launch. Based on the success Moosehead Light has achieved in Canada, we are pleased to offer this product to our US consumers. We're excited and optimistic about Moosehead Light's future," says Glenn McDonald, president of Moosehead USA. "Given the exponential growth of import light beer in the United States, the timing is right."
With premium light imports becoming increasingly popular, Moosehead Light's market introduction offers consumers a new product in the light beer category, according to the brewery.
Imported light beer outpaced domestic lights, from a much smaller base in 2006, as volume grew 26.6 percent, the highest growth rate for any single segment in the US beer market, according to The US Beer Market: Impact Databank Review and Forecast (2007).
Brewed exclusively at Moosehead's Canadian brewery, Moosehead Light contains 4 percent alcohol and 112 calories. McDonald believes Moosehead Light appeals to all discerning light beer drinkers.
"Moosehead Light is a crisp, highly refreshing light lager that is aged longer. It's a light beer that tastes like a beer, refreshing with high drinkability," he says.
Moosehead Light is packaged in Moosehead's distinctive green bottle and features a label and package, which complements its iconic family member Moosehead Lager. Moosehead Light's packaging is a crisp, metallic blue
color with light gradients to give the consumer "refreshment cues."
McDonald says, "The packaging feels refreshing and light. The graphic design highlights the product's imported and premium status, while the case flaps feature stories of the brewery's independent history and tradition of quality brewing."
Moosehead Light will initially be available in 12-pack and 24-pack bottles, and 12-pack cans in 10 select launch states: Arizona, Colorado, Delaware, Florida, Hawaii, Nebraska, New Jersey, Minnesota, Oklahoma and Pennsylvania.
"We are pleased to introduce an additional brand to our distributors, retailers and consumers. Launching Moosehead Light in 10 states is a starting point for us," says McDonald. "We are looking forward to offering it to additional markets in the near future." Moosehead Lager is the company's flagship brand and provides the springboard for the
launch of the light beer.
The launch of Moosehead Light will be supported by market specific media and retailer programming.
Moosehead is Canada's oldest and largest independent brewery. Now into the sixth generation of ownership by the Oland family, they remain committed to their brewery's independence and to brewing quality beer without compromise. |
