Molson revamps all packaging for 2005

Modern Brewery Age,  Jan 10, 2005  

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Molson U.S.A. of Golden, CO, reports that it is introducing new primary and secondary packaging in 2005. These new packages are time to arrive at retail by March, accompanied by a wave of P.O.S.

The company has redesigned secondary packaging to create a united look for the four core brands, Molson Canadian, Molson Canadian Light, Molson Golden and Molson Ice. "By uniting Molson Golden and Molson Ice with the look of Molson Canadian and Canadian Light, we're working to drive increased distribution, feature and display activity," said Kurt Kane, brand director for Molson USA. "We feel it is important that the new packaging reinforce the unique equity and story behind each brand in a compelling fashion. The new cases tell the individual brand stories, while maintaining an overall consistent look. This creates a measurable billboard effect that we believe will have a huge impact on shelf and at the register."

Kane said recent consumer research found that Molson's new packaging had the strongest shelf impact in the category.

Cans and bottles of Molson's four core brands will also have a new look in 2005. Molson Golden and Molson Ice cans will be unified with those of Canadian and Canadian Light.

"Molson has never looked better," Kane says. "The new packaging is the foundation of our 2005 plan and we're excited about what it means for our portfolio. Along with a great line-up of promotions and advertising, 2005 will be a banner year for Molson USA."

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