Molson Mad Jack

Molson Coors Introduces Mad Jack Apple Lager

Molson Coors launching lager that blends sweetness of apple flavour

Molson Coors Canada has launched Mad Jack Apple Lager, a new alternative for beer and cider lovers that’s the first of its kind in the brand’s portfolio.

Billed as having a blend of sweetness and apple flavour, the lager will be available June 9 in Quebec beer and liquor stores and at Beer Store locations across Ontario.

Mad Jack Apple Lager is aimed at consumers who don’t like the bitterness of traditional beers, said Paul Weaver, manager of innovation at Molson Coors.

“They’re looking for a sweeter taste, something that’s different than the standard lager and different than what’s in the market for traditional coolers and ciders and wines.”

The idea to create the product was born from in-house research highlighting the evolution of Canadian beer palates, Weaver said.

A campaign to support Mad Jack Apple Lager called “Crazy Good” is set to launch in both Quebec and Ontario at the end of June and run throughout the summer. Elements will include out-of-home, social media, and in-store sampling. Creative – developed by Monk Williams – will focus on building consumer awareness.

“We’re trying to be very explicit and direct in our initial launch. People don’t know what an apple lager is, they don’t know what to expect when they buy the product. All of our communication is built around communicating that this product is new, premium, has a deliciously crisp apple taste, is very refreshing, and above all very accessible,” Weaver said.

MEC is doing the media buy for “Crazy Good” and Harbinger is handling PR.

Brands Articles

CFL unveils new logo, slogan for league

CFL commissioner hopes to attract more younger fans with new look

Loblaw gives shoppers major market moments

National program benefits staff as much as it does shoppers says marketing director

Harry Rosen sorry, not sorry for playing Trump card

Promotional postcard plays off presidential hopeful's controversial views on immigration

RBC pushes a new holiday tradition

Financial company encourages clients to redeem points for gifts in new campaign

Airbnb partners with MLSE on sleepover promotion

Contest gives Canadians the chance to stay in a customized suite at the ACC

3M Canada sticks with millennials for awareness tour

Post-it brand successfully connects with consumers through Twitter activation

Urban Barn hires firm for Quebec expansion

Furniture and home décor retailer opens its first stores in the province this month

DentsuBos to defend Fido account

Toronto agency could go from working on parts of the account to all of it