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

Telus delivers custom pizzas to Game of Thrones fans

The brand's using the popular HBO show to promote its cable service, Telus Optik

Blacks embarks on a journey fueled by life’s special moments

Retailer targets snap-happy moms in new advertising campaign from Cossette

On The Move: New hires at RBC, Match and North Strategic

A weekly recap of who's headed where in Canadian marketing and communications

Managing Digital: Mondelez Canada’s Janine Keogh

Marketing VP says the key to digital is to remain curious and experiment

Canada’s Hottest Ads – The GoPro and Samsung show

Diego Bertagni and Joshua Stein are scratching their heads at the latest Top 10

Ontario confirms beer will be sold in grocery stores

Province hosting a pilot project to sell 12-packs of beer in LCBO stores

Tourisme Montréal kisses its old branding goodbye

New logo signals a change in marketing strategy that takes a "younger approach"

Canadian Football League hires new director of communications

Paulo Senra joins the CFL from the Canadian Olympic Committee

Simons CEO Peter Simons on the department-store wars

"We’re not Starbucks—there will be a limit to how many stores we build"