Coors has chosen Ireland for the launch of Canadian for the first time outside North America

Coors has chosen Ireland for the launch of Canadian for the first time outside North America

Molson Coors is rolling out its Molson Candian lager to Ireland – the brand's first launch outside North America. 

The "premium" beer, described as a “lager of medium body and low bitterness”, is launching into Ireland's on- and off-trade by the end of this month, the company's UK & Ireland unit announced yesterday (8 April). The beer is sold at 5% abv in Canada, but the Irish version will be 4%.

A Molson Coors spokesperson said the lower abv is so it is "aligned to where the premium lager category is in Ireland".

Niall Phelan, emerging markets & craft beer director at Molson Coors, UK & Ireland, said he expects the launch to have a “strong impact” and that the company will be “investing millions” in the launch. 

The brewer said that Ireland was chosen for the launch because of  “deep social and historical links” between the country and Canada.  The beer was first launched in North America in 1959. 

Earlier this month, Molson Coors unveiled a 4.5% abv wheat variant of Molson Canadian.