Molson Canadian launches in Ireland – first time outside North America
As part of a €3 million campaign here, Molson Canadian lager has been launched for the first time outside of North America into the Irish market.
Print8 April 2013
The 53 year-old beer brand, Canada’s most iconic lager, was officially launched in the Bailey in Dublin today and represents the biggest lager launch Ireland has seen in over a decade.
Brewed at Molson’s brewery in Burton On Trent, those wishing to partake of the new brand, available on draught, bottle and can, can call for a “Pint of Canadian” in pubs and bars in Dublin and other cities around the country.
The 4% ABV lager will be supported by advertising and marketing campaigns including cinema ads, print, digital and outdoor as well as trade activities.
Jack Molson’s signature adorns every bottle and countermount for Molson Canadian which will be rolled out via Gleeson Wholesale across Dublin first together with other major conglomerations or pub clusters before being rolled out countrywide in 2014.
With 11% of the Irish lager market Molson Coors has been successfully building up market share since it opened for business here in 2009. Over the past three-and-a-half years the company has invested over €25 million in Ireland and now employs over 70 people.
Andrew Molson, Chairman of Molson Coors Global and seventh generation of the Molson family, came over specially for the launch which was attended by the Canadian Ambassador to Ireland the Honourable Loyola Hearn and John Sullivan, Trade Commissioner to Ireland. (The Ambassador used own an Irish pub in St John’s Newfoundland).
Niall Phelan, Director of Emerging Markets and Craft Beers at Molson Coors UK & Ireland, commented, “Molson Canadian holds huge potential for the Irish market. There’s an extremely strong demand within the industry for new, exciting products to stimulate sales and bring some much-needed respite from the recent doom-and-gloom the market has been experiencing".
He went on to state, “This demand for something new is evident in the research we conducted last year which showed that 50% of beer drinkers would be more likely to visit the pub if they had a range of craft beers available.
“In much the same way, with the launch of Canadian, we’re bringing much-needed additional choice to Irish drinkers. We’re going to be investing millions to help make it the success it deserves to be and give the public a compelling reason to support their local pub and off-licence through the trial and repeat purchase of Canadian”.
Molson Canadian is instantly recognisable by its iconic red and blue alternating typeface and red maple leaf branding which adorns the bottles, cans and countermounts, pre-dating the maple leaf featured on the Canadian flag by seven years.
Molson Canadian launched here – first time outside of North America.
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