MOLSON DRY DEBUTS NEW LABELS
By Adnews Staff
Montreal-based Molson Canada is rolling out a new look for its Molson Dry brand. New labels began appearing on bottles, cans and cases Oct. 23 in the Quebec market, where the brand is Quebec's top-selling beer, and will be followed with a national rollout by the end of November. The new label was created by Thomas Pigeon Design of Montreal and is the fourth change in the brand's history. The image of a wave that was previously featured on the label has been redesigned with a "more polished appearance". The lettering has also been updated and a silver curve arching above the wave rounds out the new look. Denis Racette, brand manager at Molson, said the new label is part of the brand's evolution. Molson Dry, he said, targets young adults 18-34 years of age. In the past, the brand has featured a painted bottle, a holographic metallic label and a die-cut label. The new look will be extended onto displays, delivery trucks and merchandising materials.