Molson Canadian 67, a 3 percent-ABV light lager aimed at health-conscious consumers, has arrived in some U.S. markets, just in time for spring.
The Canadian import, which has 67 calories and 2.5 grams of carbohydrates per 11.5-ounce serving, replaces Molson Canadian Light.
For now, the beer is available only in some markets, including parts of New York, Michigan and Pennsylvania.
Positioned as a light, low-carb beer aimed at active consumers who still want a beer with a more full-body taste, Molson 67 “is really about being an easy-drinking alternative that allows consumers to have an option that’s lower in ABV and fits with their lifestyle,” says Alexandra Sponga, who leads marketing for the brand for Molson Coors in Canada.
“The brand leads on its functional benefits of just 67 calories, 2.5 grams of carbs and zero sugar,” Sponga says. “It has among the lowest calorie and carb count in its class, and it’s still a flavorful and refreshing beer. It really has a unique proposition.”
Brewed with four types of hops, two-row malted Prairie barley, a touch of wheat, maize and Canadian water, Molson Canadian 67 has lively carbonation and slight fruit notes that make way for a crisp and dry finish.
The brand’s introduction will be backed with a digital and social campaign, as well as out-of-home advertising and radio spots scheduled to hit in April in select markets. Its tongue-in-cheek messaging is centered on phrases such as “We’re not big on calories, sorry.”
Molson Canadian 67 is aiming to capture a piece of the growing market for lower-calorie beers, a trend that’s led in the U.S. by brands such as Michelob Ultra, Corona Premier and Miller Lite.
One in five U.S. beer drinkers say that low calories is an important factor for them in choosing a beer, per March 2018 research from Mintel. Among millennials, that figure is as high as 40 percent.
The beer is available in 12-packs of 11.5-ounce bottles, six-packs of 16-ounce cans and 30-packs of 12-ounce cans.