Molson Breweries has introduced a stronger beer to the Ontario market.
Called Molson Ultra, the brew is 6.2% alcohol by volume rather than the more customary 4.5% to 5% alcohol by volume.
Ferg Devins, senior brand manager for Molson, says potential Ultra drinkers are best described by attitude and taste rather than demographics.
Devins says Ultra drinkers can be found in every market segment.
Molson Ultra costs $14.95 for 12, the same as regular beer. The new beer also comes in a 24-bottle case for $27.95.
A print campaign for Ultra began in major dailies Feb. 8 and radio and tv is due in the coming weeks.
The symbol for Ultra is a cartoon dragon, something Devins says is consistent with the brand’s personality – fun and a little different.
