Molson expands low-alcohol brew

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TORONTO--Molson Breweries could launch its new low-alcohol beer, Molson Diamond, to the rest of Canada after expanding the brand in Ontario, the country's No. 2 market. Molson launched the 2.5%-alcohol Diamond in Ontario about a year ago in draft but the marketer has now brought out six-and 12-packs of the beer. Print and radio creative from Communique, Toronto, supports the new push, launched with what Molson calls Canada's biggest-ever beer tasting - a sampling session for thousands of fans during a sold-out National Hockey League game.

Drinker tastes will dictate further rollouts elsewhere in Canada, says spokeswoman Michelle Robichaud, but Molson feels the beer has potential and points to a similar product in Australia, Foster's Light Ice.

"If consumers are asking for this product (Diamond) in other provinces, then absolutely Molson will do its best to meet that demand," says Ms. Robichaud.

Copyright December 1998, Crain Communications Inc.

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