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Molson Coors Launches Microcarbonated Lager |
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Monday, 23 November 2009 12:14 |
MONTREAL, QUEBEC — Molson Coors has launched Molson M, what the company calls "the world's only Microcarbonated lager beer" in grocery stores, convenience stores and bars in throughout Quebec. Additional distribution is to be phased in between now and 2011.
Created in Montreal, Molson M is brewed using Molson Coors' innovative microcarbonization process. This process, unique to Molson M, results in a premium quality lager with 4.9% alcohol/volume and a taste that the company says "goes down well."
"To stay at the top of our game, we have to be innovative in how we build brands. We have to constanty challenge ourselves to secure our future as a top-tier global brewer," said Ian Freedman, Molson Coors' Senior Vice-President & General Manager for Quebec.
"That said, the ultimate judge is the beer drinker - it is critical that we make our brands extraordinary so they choose us time after time. This means staying focused on keeping our portfolio exciting and relevant. With Molson M, we are introducing a liquid that will reinvigorate a beer market that has long been looking for excitement and something new."
"For seven generations now, Molson has consistently redefined the world of brewing through new practices. Today, this rich tradition of innovation has reached all new heights with the launch of M, the world's only Microcarbonated lager," said Veronique Simard, Molson M Senior Brand Manager.
MICROCARBONIZATION PROCESS
The company says microcarbonization is a revolutionary process implemented by Molson Coors at the company's brewery on Notre-Dame Street in Montreal, a process during which the beer is injected with CO2 through smaller, finer bubbles with a high level of precision and consistency.
"The injection of smaller CO2 bubbles makes it possible to preserve not only the taste of the hops but also the delicate flavours generated by the yeast during fermentation," explained Karine Brunelle, brewer with Molson Coors.
The microcarbonization process, for which a patent is pending, required substantial investment in the company's Montreal brewery.
Particular attention was devoted to the packaging of Molson M and the latter's distinctive, more sophisticated image. In the lead-up to the launch, Molson M was successfully taste-tested by beer lovers who applauded the brew's smooth taste that goes down well. Molson M is brewed using premium quality ingredients, including the company's renowned strain of yeast and roasted caramel malt that result in a beer with a light, sweet, distinctive malt taste.
"Our aim with M is to provide today's consumers with an easy-drinking, premium quality lager consistent with their expectations. With its unique microcarbonization process, we are convinced beyond a doubt that Molson M will satisfy the tastes of the most demanding of aficionados who expect nothing but the best," Veronique Simard proudly went on to underscore.
A comprehensive marketing initiative, which includes television, social media and billboard advertising, is currently being deployed in regions across the province.
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