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Molson Coors's Mad Jack Hard Root Beer and Ginger Flavoured Lager - Product Launch

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Molson Coors' Mad Jack Hard Root Beer and Ginger Flavoured Lager

Category - Hard soda, 5% abv

Available - From this month

Location - Canada, off-trade

Price - Price and pack sizes vary by province

Molson Coors is attempting to kick-start the alcoholic soda category in Canada with the launch of a hard root beer and ginger lager under its Mad Jack brand.

The two flavours join Mad Jack's Premium Apple Lager, which launched in 2014, and look to emulate the success of hard soda in the US. According to IRI figures, the hard soda category in the US was worth US$116m last year but "is still relatively new to Canadians", Molson said.

"Last year, Mad Jack Apple Lager proved to be one of the fastest growing flavoured malt beverages in Canada," said Madeline Burch, marketing manager for Mad Jack, citing research from the Association of Canadian Distillers. "We expect similar results with both our hard root beer and ginger flavours."

Mad Jack Apple Lager was handed a national rollout in Canada last year after a test launch in Ontario and Quebec.


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