Billed as having a blend of sweetness and apple flavour, the lager will be available June 9 in Quebec beer and liquor stores and at Beer Store locations across Ontario.
Mad Jack Apple Lager is aimed at consumers who don’t like the bitterness of traditional beers, said Paul Weaver, manager of innovation at Molson Coors.
“They’re looking for a sweeter taste, something that’s different than the standard lager and different than what’s in the market for traditional coolers and ciders and wines.”
The idea to create the product was born from in-house research highlighting the evolution of Canadian beer palates, Weaver said.
A campaign to support Mad Jack Apple Lager called “Crazy Good” is set to launch in both Quebec and Ontario at the end of June and run throughout the summer. Elements will include out-of-home, social media, and in-store sampling. Creative – developed by Monk Williams – will focus on building consumer awareness.
“We’re trying to be very explicit and direct in our initial launch. People don’t know what an apple lager is, they don’t know what to expect when they buy the product. All of our communication is built around communicating that this product is new, premium, has a deliciously crisp apple taste, is very refreshing, and above all very accessible,” Weaver said.
MEC is doing the media buy for “Crazy Good” and Harbinger is handling PR.