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Molson Excel first Canadian alcohol-free product in States.

Molson Breweries U.S.A. announced the launch of Molson Excel, the first Canadian-brewed alcohol-free brew available in the United States. The product was introduced in Canada last summer, and became one of the top-selling non-alcoholic brews on the market.

The new alcohol-free product will be unveiled in upstate New York and Michigan--two markets where Molson products have traditionally enjoyed a strong market share.

According to Peter Reaske, director of brand management for Molson Breweries U.S.A., Excel is being touted in new promotional materials as the adult beverage "for those times when you want an exceptional real beer taste but don't want the alcohol."

"The 1990s market has proven ripe for non-alcoholic beer due to consumer lifestyles, health consciousness and awareness of responsible drinking," Reaske said. Molson's responsible use message, "Take Care," fits with these trends, Reaske added.

"The non-alcoholic beer segment continues to experience tremendous growth as a result of these factors," Reaske continued. "Molson Excel capitalizes on this opportunity by giving consumers what they want -- a non-alcoholic malt beverage with all the taste, packaging and imagery of real beer, minus the alcohol."

Excel has achieved its lack of alcohol through low fermentation temperatures, which reduces alcohol production. The brew, which contains 74 calories per serving, will be available in six-pack bottles and 12-pack cans.
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Title Annotation:Molson Breweries USA Inc. launches Molson Excel
Publication:Modern Brewery Age
Date:Feb 24, 1992
Words:218
Previous Article:Beer Drinkers of America expand to 6 additional states.
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