MOLSON PROMOTES MARCA BAVARIA
By Adnews Staff
Montreal-based Molson has introduced Brazilian beer Marca Bavaria to Canada. Molson acquired the brand when it bought the Brazilian brewery Cervejarias Kaiser last year. Marca Bavaria will initially be distributed in British Columbia, Alberta, Saskatchewan, Manitoba and Ontario. Distribution in Quebec and Atlantic Canada will follow. The beer is packaged in 330ml clear glass bottles which bear an embossed logo of five stars and a lion. According to Molson, the five stars represent the Brazilian flag and the lion represents the brand's heritage. The launch of Marca Bavaria will be promoted with national marketing including television advertising, retail and on-premise promotions, consumer sampling, product placement and public relations. Agencies working on the launch of Marca Bavaria include John St. and APEX Public Relations, both of Toronto.