Molson Goes Au Natural with New Wheat Beer
March 21, 2013 | Chris Powell | Comments
Molson Coors Canada has added to its Molson Canadian portfolio with the launch of a new beer called Molson Canadian Wheat. In development for about two years, the product begins rolling out this month, with full Canadian distribution expected by early May.
Martine Bouthillier, senior marketing manager for Molson Coors Canada in Montreal, said the beer was created with mainstream drinkers in mind, but described it as an “entry door” for consumers interested in specialty beers but not quite ready to embrace less accessible flavour profiles.
“It’s really for those who are open to trying something new,” she said. The 4.5% ABV beer is targeted towards drinkers 35 and over, with an emphasis on relaxing occasions with family and friends.
“It’s not a party beer [or] the beer you would see in clubs,” said Bouthillier. “It’s for more mature people that still like to have fun… but they’re at a stage where they prefer to appreciate the good things in life.”
Molson Canadian Wheat is being sold nationally in both six and 12 packs of 341 ml bottles, as well as 473 ml single-serve cans.
The marketing strategy for the brand is built around that insight that things are better when left in their natural state. “It’s simple: Nothing added and nothing taken away,” said Bouthillier. “It’s a plain, good and refreshing wheat beer.”
A 15-second TV spot from Rethink, “Makeup” shows two women sitting on a patio with their hair perfectly coiffed and makeup liberally applied. As a server carries a tray with Molson Canadian Wheat past them, their appearance changes to a more natural look, while a voiceover says: “Here’s to things in a more natural state.” The accompanying super reads “Naturally cloudy. Refreshing taste.”
The spot will be supported by online and out-of-home ads in major markets, while Rethink is also creating custom social content for Molson’s Facebook page and Twitter feed. MEC is overseeing media for the campaign, while Harbinger is supporting the launch with a national media relations initiative.
Molson Canadian Wheat is a permanent addition to the Molson Canadian portfolio, but will be nurtured slowly, said Bouthillier. “It’s a small brand and we’re approaching it slowly,” she said. “We’re seeding it in the market slowly and we’ll watch it grow.
“We’re not going out with tons and tons of media. We think this is a very authentic brand and we’re trying to treat it with the proper pace.”