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

Drag queens help give Starbucks Canada video a jolt

The coffee chain is one of many brands targeting LGBT consumers

Subway and Disney team up for Big Hero 6 promotion

Twitter contest gives away tickets to advanced screenings across Canada

McCain’s new ad pushes versatility of fries – and fun

Creative showcases first major redesign for the company in more than 50 years

CMOs are being shut out when C-suites need them more than ever (Column)

Marketing has never been more important, but CMOs are often outside looking in

Following Shoppers Drug Mart’s dive into fresh

The retailer is adding fresh food to its offering. Is it just what consumers ordered?

Twist Image named digital AOR for Treasury Wine Estates

The WPP agency wins after a three-month, North America-wide review

Sport Chek goes grassroots with Toronto Raptors anthem

The retailer hits the court for the start of basketball season

O.B. tampons challenges women to ‘Give us one period’

Campaign aims to educate non-users and break down barriers to usage