Molson Breweries takes beer advertising into new territory with the June 7 launch of the first beer commercial to feature a lesbian kiss ­ but then pulls the punch by leaving the creative open-ended.

The spot, ‘Worth a Dry’, was created by BBDO Canada, which took over the account last fall.

The setting is an upscale bar full of beautiful people. A man, trying to get the attention of a particularly attractive woman sitting at the bar, has the bartender take her a bottle of Molson Dry.

They make eye contact and, as he crosses the floor to make his move, she is joined by another beautiful woman with whom she shares a lingering kiss.

The man sends over a second bottle and the three exchange glances that could be interpreted to mean the man has a chance with both of them.

There is no dialogue or voice-over, just a music track. It ends with a super of Dry’s new theme line, ‘It’s not just beer. It’s Dry.’

Diana Rose, manager of marketing public relations at Molson, says the new spot was meant to be provocative and leading edge but is not meant to offend anyone.

She says Molson recognizes it has a diverse consumer base, which includes gays and lesbians, and the commercial is meant to be an artistic interpretation of real life.

‘We don’t expect much controversy. We really do believe the acceptance of [alternative lifestyles] in the marketplace is quite wide.’

Some people may feel the spot ­ which follows the much-discussed coming-out of tv sitcom star Ellen DeGeneres on Ellen ­ has been designed to fuel male fantasies since it debuts during a Stanley Cup playoff game and will be aired during hockey and other sports programming.

Rose says that is not the intention of the commercial. She says the Molson Dry brand is not skewed to a specific audience demographically but rather to a mindset ­ a more tolerant and open-minded group.

‘Worth a Dry’ will be seen only after 9 p.m. and only during programming rated as predominantly adult.