MOLSON GOES ULTRA ALCOHOL
By Adnews Staff
Toronto-based Molson Breweries has a new high test brew on the market. Molson has chosen a dragon to symbolize Ultra, which is 6.2% alcohol. The new dry beer was delivered to licensed establishments in Ontario this week and will be on store shelves next week. Ultra is scheduled to roll out nationally by the end of the month. TV and radio advertising will begin later this month. Print starts today. The print ads carry the tag line: "Molson Ultra. 6.2% Dry. Taste That Really Smokes." The campaign was created by MacLaren McCann of Toronto. Marketel in Montreal is doing French advertising.
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