Canada: Molson launches Rickard's Original White in bottles

Rickard's Original White, a divine new brew, officially made its way into grocery and convenience stores across Quebec, ready for ultimate enjoyment by beer enthusiasts in search of a new beer experience, CCNMatthews reported March 6.

Brewed in the Belgian tradition, Rickard's Original White is an unfiltered wheat beer with a natural cloudiness, and featuring distinctive hints of citrus and coriander.

"Rickard's Original White rounds out the Rickard's brand portfolio of beers which are proving ever popular in the speciality beers segment of the market. This particular beer category is expanding rapidly, and reflects consumer demand for more refined tastes in beer. The introduction of Rickard's Original White in Quebec, and soon elsewhere in Canada, is a testimony not only to evolving consumer tastes in beer but also to gastronomic and culinary trends where beer is used as a key ingredient to enhance flavours," explained Brigitte Marcotte, Director, National Marketing, Rickard'sTM.

In May 2006, Molson completed an initial test phase involving the exclusive distribution of Rickard's Original White in draught form to bars and restaurants in major centres across the province. The outstanding success of this test phase inspired Molson to move ahead with product bottling and an official launch.

Rickard's Original White, which is still available on tap for on-premise consumption in bars and restaurants, is now available in grocery and convenience stores in 341 ml bottles, cases of 6 and 12 bottles, as well as in a 12-bottle taster's case that also includes a selection of Rickard's Red and Rickard's Honey Brown.

As with all Rickard's brand beers, Rickard's Original White is brewed with specialty malt which lends a unique taste to this family of products. Carefully formulated in the Belgian tradition by Molson's master brewers, this new Rickard's white beer features a blend of the following ingredients:

To enjoy Rickard's Original White at its best, Molson suggests serving this new white beer as follows: serve very cold in a chilled beer mug, with a slice of orange to enhance the refreshing hints of citrus and coriander. Rickard's Original White ale contains 5.4% alcohol per volume.

About Molson Canada

With roots dating back to 1786, and a time-honoured tradition of brewing quality beers, Molson Canada is proud to be the nation's preferred brewer. Molson employs 3,500 Canadians, operates six breweries, and will be opening its newest brewery in Moncton, N.B., in 2007. This is the first in 50 years for the company. Molson also invests in communities from coast-to-coast through its various charitable initiatives and sports and entertainment sponsorships. The company proudly offers the most popular brands in Canada with an award-winning brand portfolio which includes Molson Canadian, Coors Light, Molson Export, Molson Dry, and Rickard's. Molson Canada is part of the Molson Coors Brewing Company.

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