Molson launches amber beer in Que.

Montreal: With the launch this month of La Rousse, La Brasserie Molson O'Keefe becomes the first major brewery to market an amber beer in the Quebec market.A lager, La Rousse contains 5% alcohol and is brewed without preservatives.Full-bodied, but with a...

Montreal: With the launch this month of La Rousse, La Brasserie Molson O’Keefe becomes the first major brewery to market an amber beer in the Quebec market.

A lager, La Rousse contains 5% alcohol and is brewed without preservatives.

Full-bodied, but with a slightly more bitter taste than conventional beers, it is being sold at the same price as regular beer.

According to Andre Tranchemontagne, president of La Brasserie Molson O’Keefe, La Rousse ‘stands apart from other Quebec beers, in terms of taste, look and advertising.’

Molson’s decision to launch the new label is partly a response to the limited, but growing popularity of several Quebec microbrewery products, including St-Ambroise and Boreale.

The ad campaign for La Rousse features one of Quebec’s senior music-hall performers, Rose Ouellette, a striking redhead known as La Poune.

Created by BCP Strategy-Creativity, the campaign uses tv, brewery truck panels, newspapers and point-of-sale.