Molson Canadian goes natural for Wheat

The beer co is aiming to reach a different audience and occasion with the new launch, which hits shelves this week.

Molson Canadian has added a new beer to its roster, with the introduction of Molson Canadian Wheat. The unfiltered wheat lager beer has a wheat taste without the signature citrus, spicy flavour of a Belgian-style wheat beer or the clove-like character of German-style wheat beers, according to a release.

The “entry-level specialty beer” beer targets adults over the age of 35 who might typically drink mainstream beers but are interested in drinking something that might have a bit of an edge, Martine Bouthillier, senior marketing manager, Molson Canadian, tells MiC. The beer is going for an older crowd than Molson Canadian usually targets, which is adults aged 18 to 35.

“We are promoting it as the perfect beer for hanging out with family and friends, it’s not a party beer, it’s for those occasions when you want to unwind and hang out with friends and family,” she says. “It’s more of a mature way of unwinding.”

The national TV buy kicks off April 1, with OOH ads in Halifax, Montreal, Toronto, Calgary and Vancouver and a print component coming mid-month. The campaign features media by MEC and creative from Rethink, and focuses on the natural components of the beer.

Bouthillier says the campaign is using traditional media rather than digital because it’s still the most effective way to reach the target for the beer.