Molson Breweries has launched a new beer with a familiar name – Molson Diamond, available on draft only at 300 pubs and clubs in Ontario.
The new Diamond is a completely different beer from the 5% alcohol bottled beer introduced in May 1968 and discontinued in the early 1980s.
It is what the company is calling a mild lager because although it doesn’t fit Molson’s definition of a light beer (in terms of color, taste and calories) at 2.5%, it contains less alcohol than regular 5% alcohol beer.
Michelle Robichaud, spokesperson for Molson, says the new product came about through company research that showed consumers were more aware of responsible drinking. She says they wanted to enjoy a full-bodied, full-flavored beer while limiting the effects of alcohol.
In addition, she says, the success of a 2.7% beer launched by Molson partner Foster’s Brewing Group in Australia indicated that lowering alcohol content without sacrificing taste would fill a need. According to Robichaud, Foster’s Light Ice was launched in 1995 and has since grown to be the No. 2 beer in Australia.
Advertising for Molson Diamond is limited to on-premise posters, tent cards, signs and washroom advertising where available.
The campaign, from BBDO Canada, shows a glass of the draft bearing the logo, which features the ace and jack of diamonds.
The creative, which uses the tag line ‘It’s hard to believe,’ compares incredible-but-true items with the fact that Molson Diamond contains ‘2.5% alcohol. 100% beer.’
One execution features a picture of a white-wigged Casanova under the headline, ‘This guy was a chick magnet.’
