Molson Coors brand Rickard’s is celebrating the coming of summer with the launch of Rickard’s Shandy, the third entry in its lineup of limited-time seasonal brews.

Rickard’s Shandy, a European-inspired mixture of lager and the summer staple of lemonade, follows Rickard’s Cardigan, which was introduced in fall 2012, and Rickard’s Oakhouse, which was released this past winter as the latest seasonal beer for the brand.

Julie Sanchez, senior marketing manager, Rickard’s, Molson Coors Canada, tells MiC that the new brew is aimed at the brand’s usual target of males in their mid to late 20s, but says the goal is also to appeal more widely to women as well.

With media by MEC and creative by Rethink, Rickard’s Shandy is being promoted with a heavy OOH campaign that leverages billboards and TSAs in Toronto, Montreal and Vancouver. The campaign is supported by digital buys on The Weather Network and a “Shandy locator” on the Rickard’s website, as well as social media. Rickard’s will also be running a sampling program in Toronto to coincide with the hotter days of the season. Creative in the campaign introduces the product with simple and summery imagery.

Sanchez says the campaign is larger than usual for the brand, noting that Rickard’s saw a chance to capitalize on the lack of other Shandy products in the market and potentially open up a new beverage category, while also driving consideration of its other brews during the all-important summer season.

Rickard’s Shandy will be in market until the end of July.