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Molson expands ice beer market in U.S.

Molson U.S.A. has announced that test marketing efforts for the Molson Ice brand in Georgia and Michigan have proven successful, and the brand will expand into 14 additional states and the District of Columbia.

"The American acceptance of Molson Ice exceeded all our expectations," said Barnett. "This prompted our decision to immediately expand the markets for the brand to let other beer drinkers experience the satisfying taste of an ice-brewed beer."

The additional states to receive Molson Ice include: Alaska, Arizona, California, Colorado, Delaware, Hawaii, Idaho, Montana, Nevada, New Jersey, New Mexico, Rhode Island, Tennessee and Wyoming.

Molson Ice was the first "ice" beer introduced to the American market, making its debut in August. During the brewing process, Molson Ice is super-chilled to below freezing temperatures, leading to the formation of ice crystals. The beer is described as having a "crisp, clean taste" and 5.6 percent alcohol by volume.

Molson Ice will be available on draft, in cans and green, 12-oz. bottles.

The ice beer's introduction will be supported in select markets with print, outdoor and television advertising created by Lintas, New York. Point-of-sale material will also be available for on- and off-premise retailers.

Molson ice beers were recently awarded Grande Gold medals at the prestigious Monde Selection, an international beer competition in Brussels, Belgium.
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Title Annotation:Molson Breweries USA Inc.
Publication:Modern Brewery Age
Date:Sep 27, 1993
Previous Article:"American Beer Week" resolution introduced in House.
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