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Strategy Online - Molson Paints It Black
The only thing micro about Molson M is its carbonation process. The premium lager recently launched across the country, after testing in Quebec and the Atlantic provinces.
In a feature on Molson in strategy’s February issue, Molson Coors president and CEO Dave Perkins said “you’ll see innovation and efforts from Molson Coors that broaden the amount of alcohol occasions that are relevant to beer.”
This is one of those efforts. Molson M goes after a different beer drinker: a down-to-earth person who values innovation and is an opinion leader. The brew also links itself to different kinds of drinking occasions, distancing itself from sport to align more with a sophisticated night out. ...more...
