Molson Coors has launched an online promotional push in Canada for flagship brand Molson Dry.

The North American brewer has joined forces with Montreal-based radio station CKOI to launch four specialised stations on the Internet.

The so-called "virtual environment" will bear Molson Dry livery as the brewer looks to tap into the growing number of consumers using the Internet.

"With consumers turning in increasing numbers to the Web for information and entertainment, Molson Dry is pleased to provide an interactive Web platform featuring bidirectional communication and music as one of the main components," David Poirier, Molson Dry brand manager, said yesterday (16 October).