November 25, 2009, Montreal – Molson Coors has introduced Molson M, the world's only microcarbonated lager beer.
Created in Montreal, Molson M is a revolution in brewing. This one-of-a-kind beer is brewed using Molson Coors' innovative microcarbonization process. This process results in a genuine, premium quality lager with 4.9% alcohol/volume with a taste that goes down well.
"To stay at the top of our game, we have to be innovative in how we build brands. We have to constantly challenge ourselves to secure our future as a top-tier global brewer," said Ian Freedman, Molson Coors' senior vice-president and general manager for Quebec. "That said, the ultimate judge is the beer drinker – it is critical that we make our brands extraordinary so they choose us time after time."
Microcarbonization is a process during which the beer is injected with CO2 through smaller, finer bubbles with a high level of precision and consistency.
"The injection of smaller CO2 bubbles makes it possible to preserve not only the taste of the hops but also the delicate flavours generated by the yeast during fermentation," explained Karine Brunelle, brewer with Molson Coors.
The microcarbonization process, for which a patent is pending, required substantial investment in the company's Montreal brewery.
Particular attention was devoted to the packaging of Molson M and the latter's distinctive, more sophisticated image. In the lead-up to the launch, Molson M was successfully taste-tested by beer lovers who applauded the brew's smooth taste. Molson M is brewed using premium quality ingredients, including the company's renowned strain of yeast and roasted caramel malt that result in a beer with a light, sweet, distinctive malt taste.
"Our aim with M is to provide today's consumers with an easy-drinking, premium quality lager consistent with their expectations. With its unique microcarbonization process, we are convinced beyond a doubt that Molson M will satisfy the tastes of the most demanding of aficionados who expect nothing but the best," said Veronique Simard, Molson M brand senior manager.
Molson M is available in grocery stores, convenience stores and bars in Quebec, with nationwide distribution to be phased in between now and 2011.
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