Molson Canadian goes natural with Wheat

The beer co is aiming to reach a different audience and occasion with the new launch, which hits shelves this week.

Molson Canadian has added a new beer to its roster, with the introduction of Molson Canadian Wheat. The unfiltered wheat lager beer has a wheat taste without the signature citrus, spicy flavour of a Belgian-style wheat beer or the clove-like character of German-style wheat beers, according to a release.

The campaign features creative from Rethink and media by MEC, and focuses on the natural components of the beer, showing two women who let their hair down (literally) and are transformed into more natural looking versions of themselves.

“We are promoting it as the perfect beer for hanging out with family and friends, it’s not a party beer, it’s for those occasions when you want to unwind and hang out with friends and family,” says Martine Bouthillier, senior marketing manager, Molson Canadian. “It’s more of a mature way of unwinding.”

The “entry-level specialty beer” beer targets adults over the age of 35 who might typically drink mainstream beers but are interested in drinking something that might have a bit of an edge, says Bouthillier. The beer is going for an older crowd than Molson Canadian usually targets, which is adults aged 18 to 35.

The national TV buy kicks off April 1, with OOH ads in Halifax, Montreal, Toronto, Calgary and Vancouver and a print component coming mid-month.