Molson Canadian 67, a low-calorie light lager sold in Canada, is coming to the U.S. market in early 2019, replacing Molson Canadian Light.
The 3 percent alcohol-by-volume Canadian import, which has 67 calories and 2.5 grams of carbohydrates per 11.5-ounce serving, is Molson Canada’s second-largest brand, just behind Molson Canadian.
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 light lager is positioned as a low-calorie, low-carb beer that will compete for consumers seeking an active, healthy lifestyle but still want a beer with full-body taste. This growing group of drinkers has flocked in droves to lower-calorie alcohol beverages over the past three years.
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.
Molson Canadian 67 is aiming to capture a piece of the 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.
In Canada, the beer has been touted for its “clean, crisp, fresh taste” and as having “about half the calories of wine and mixed drinks.”
The brand’s introduction will be backed with a digital and social campaign, as well as out-of-home advertising and radio spots.
Molson Canadian 67 will be available in 12-packs of 11.5-ounce bottles, six-packs of 16-ounce cans and 30-packs of 12-ounce cans.