egarrard
04-08-2005, 02:56 PM
http://www.realbeer.com/news/articles/news-002500.php
Canada's two biggest brewers, Molson Coors and Labatt have begun marketing beers infused with caffeine. Molson rolled out its new Kick brand in March and Labatt followed with Shok in early April. Both beers get their caffeine boost from guarana, a South American berry plant that both companies describe as being "a natural source of caffeine." Anheuser-Busch uses guarana, among other ingredients, in the recently introduced B-to-the-E. Molson describes its Kick product as a premium lager. It will market it in clubs and bars in a "sleek, fast-chilling aluminum bottle." It will feature five per cent alcohol by volume, similar to most of its standard brands. Labatt's offering, on the other hand, is being touted as a strong beer with 6.9 per cent alcohol. Shok will be sold in a smaller 250ml can that will contain the same amount of alcohol as one regular bottle of beer. Shok also contains other "berry aromas," Labatt said.
Molson also announced a new marketing campaign to "revitalize and one is Joe, the flannel-clad Everyman known for the "I Am Canadian" rant. In his place is a varied assortment of fraternity pals and beautiful women, each one speaking directly to the camera.
Canada's two biggest brewers, Molson Coors and Labatt have begun marketing beers infused with caffeine. Molson rolled out its new Kick brand in March and Labatt followed with Shok in early April. Both beers get their caffeine boost from guarana, a South American berry plant that both companies describe as being "a natural source of caffeine." Anheuser-Busch uses guarana, among other ingredients, in the recently introduced B-to-the-E. Molson describes its Kick product as a premium lager. It will market it in clubs and bars in a "sleek, fast-chilling aluminum bottle." It will feature five per cent alcohol by volume, similar to most of its standard brands. Labatt's offering, on the other hand, is being touted as a strong beer with 6.9 per cent alcohol. Shok will be sold in a smaller 250ml can that will contain the same amount of alcohol as one regular bottle of beer. Shok also contains other "berry aromas," Labatt said.
Molson also announced a new marketing campaign to "revitalize and one is Joe, the flannel-clad Everyman known for the "I Am Canadian" rant. In his place is a varied assortment of fraternity pals and beautiful women, each one speaking directly to the camera.