E-Malt.com News article: Canada: Molson Coors rolls out premium light beer Molson Canadian 67 Sublime

While it still may feel like winter across much of Canada, the team at Molson Coors is not letting Mother Nature stand in the way of rolling out their latest innovation: Molson Canadian 67 Sublime, a premium light beer with a refreshing twist of lemon and lime flavour with 67 calories per 341mL bottle, Digital Journal reported on April, 11. According to the company, that's about half the calories of wine and mixed drinks.*

"Our brewers have managed to combine two emerging consumer trends into one attractive package: health and wellness and flavoured beer," says Dave Bigioni, Senior Brand Director, Molson Canadian. "The result is a refreshing 'beer first' experience that will appeal to both new and seasoned beer palates."

Molson Canadian 67 Sublime is brewed with two-row malted barley, a touch of wheat, four different varieties of hops, and a hint of natural citrus flavours to provide a refreshing flavour combination of lemon and lime.

"We tested this formulation and concept rigorously with consumers and the response to lemon and lime was overwhelmingly positive," says Steve Stradiotto, Brewing Specialist, Molson Coors Canada and creator of Molson Canadian 67 Sublime. "The beer is perfectly at home on the patio, the golf course, the dock or wherever consumers reach for a refreshing taste out of the ordinary."

Molson Canadian 67 Sublime joins the Molson Coors' portfolio of successful innovation in the low calorie beer category. In February 2011, Molson Canadian 67 was named Product of the Year 2011 in the Light Beer Category, as designated by Product of the Year Canada.

Molson Canadian 67 Sublime is now available at select retailers and establishments across Western Canada and Ontario. The beer will be available nationally in June 2011.


About Molson Coors Canada

Molson Coors Canada is the Canadian division of Molson Coors Brewing Company, a global brewer with operations in Canada, the U.S., U.K. and Asia. The company proudly offers some of the most popular brands in Canada with an award-winning brand portfolio which includes Molson Canadian, Coors Light, Molson Export, Molson Dry and Rickard's. Molson also partners with other leading brewers to offer such global brands as Heineken, Corona, Miller Genuine Draft, and Foster's Lager. Molson Coors Canada employs 3,000 Canadians, operates six breweries, including the boutique brewery Creemore.

* Calculations based on an average serving (6oz glass of wine and single serving of mixed drink).


13 April, 2011