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Molson Coors Launches New Microcarbonated Lager Beer

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Molson Coors, a beer brewing company, has launched M, a microcarbonated lager beer that consists of 4.9% alcohol/volume.

The new lager is brewed using Molson Coors’ microcarbonization process that is implemented at the company’s brewery on Notre-Dame Street in Montreal. During the process, the beer is injected with CO2 through smaller, finer bubbles with a high level of consistency, the company said.

Karine Brunelle, brewer with Molson Coors, said: “The injection of smaller CO2 bubbles makes it possible to preserve not only the taste of the hops but also the delicate flavours generated by the yeast during fermentation.”

The company said that the microcarbonization process, for which a patent is pending, required substantial investment in its Montreal brewery.

Ian Freedman, senior vice-president and general manager of Molson Coors Quebec, said: “With Molson M, we are introducing a liquid that will reinvigorate a beer market that has long been looking for excitement and something new.”

Veronique Simard, senior brand manager of Molson M, said: “Our aim with M is to provide today’s consumers with an easy-drinking, premium quality lager consistent with their expectations. With its unique microcarbonization process, we are convinced beyond a doubt that Molson M will satisfy the tastes of the most demanding of aficionados who expect nothing but the best.”

Molson M is available in grocery stores, convenience stores and bars in Quebec, with US distribution to be phased in between fiscal year and 2011.

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Tuesday, November 21, 6:26 am

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