E-Malt.com News article: 4427

Canada, Toronto: Molson Canada announced on March 13 it will soon introduce Molson Kick, a beer that will contain guarana, a South American plant that's a natural source of caffeine. The introduction follows Anheuser-Busch's November launch of B to the E, a new brew also containing guarana. Brewers have been launching the new concoctions in an effort to better compete with the increasing popularity of wine and spirits, The Canadian Press commented.

The new Molson Kick will become available throughout Ontario, Quebec and western Canada beginning March 21, and in the Maritimes beginning April 1, according to Molson. Marking another first in Canada, Molson Kick will be available in a sleek, fast chilling aluminum bottle exclusively at bars and clubs across Canada and also at LCBO retail outlets in Ontario beginning in April. It will be marketed in what the brewer calls "a sleek, fast chilling aluminum bottle," as well as cans. The cutting-edge 355 ml aluminum bottle offers contemporary adults a stylish packaging choice that chills faster and is lighter than a glass bottle. Consumers will be able to purchase Molson Kick packaged in glass bottles at retail outlets across Canada, as well as in cans throughout western Canada.

"Molson Kick truly is an evolution in beer," said Gino Cantalini, Vice President, Innovation, Molson Canada. "Creating a smooth-tasting, premium lager with guarana is one more way for Molson to offer innovation and variety to Canadian beer drinkers. It's fitting that we would also make Canada's first lager with guarana available in Canada's first aluminum beer bottle."

Developed by Molson's brewmasters specifically to appeal to beer drinkers, Molson Kick is a premium lager with guarana which helps deliver its crisp, refreshing taste and lively character. Over two years in the making, Molson Kick combines innovation and tradition with a recipe that is true to Molson's brewing heritage.

Brewed with the finest ingredients, including western Canadian two-row barley malt, select hops, and Molson's exclusive yeast strain, Molson Kick contains five percent alcohol by volume. Molson Kick has been carefully crafted by experienced Molson brewmasters to deliver the pure, smooth flavour characteristic of a Molson lager while innovatively incorporating guarana essence. The result is a great tasting lager, with naturally occurring caffeine, for beer drinkers looking for variety and a fresh twist on their traditional brew. Molson Kick will be introduced to Canadians with a television campaign, radio advertising, retail displays, bar and restaurant promotions and on-line at www.molsonkick.ca.

With roots dating back to 1786, Molson Canada has a time-honoured tradition of brewing quality beers. Part of the Molson Coors Brewing Company, the world's fifth largest brewer, the company's award-winning brand portfolio includes Molson Canadian, Coors Light, Molson Export, Molson Dry, Rickard's, and A Marca Bavaria. Molson Canada employs 3,800 Canadians, operates five breweries, and invests in communities across Canada through its various charitable initiatives and sports and entertainment sponsorships.


16 March, 2005