Population Statistic: Read. React. Repeat.
Wednesday, November 25, 2021

Interestingly, beermaker Molson Canadian recently rolled out a low-calorie brewski called Molson 67. The number in the name refers to the calorie-count per bottle.

I find that interesting because, being a student of history, I instantly recognized that “67″ as a reference to 1867, the year that Canada’s nationhood was established. Invoking the year of independence, in whole or in part, is fairly recognizable as a patriotic gesture north of the border, exemplified by a storied junior hockey team in the Canadian capital. The parallel with America’s 1776 — Spirit of ‘76, 76er’s, etc. — is obvious.

It can’t be a coincidence. You have to believe that Molson purposely concocted this special beer with a caloric value that matches Canada’s birth-year, all for the subtle-but-inherent marketing value. What red-blooded Canuck wouldn’t want to knock back a couple of cold ones that suggest love of country merely when you ask the bartender for the brand?

And yet, a cursory search of the news mentions and corporate communication surrounding last month’s launch of Molson 67 doesn’t seem to mention the patriotism angle. They wouldn’t want to be overbearing with it, but I’m surprised it didn’t get at least a passing mention. Is it possible that this crucial part of the marketing message got diluted by the time the beer hit the market? Or are Canadians not sufficiently gung-ho enough about their history to care?

It’s amazing some U.S.-based brewer hasn’t thought of a similar 76-calorie beer for the American market. Molson, of course, is part of Molson Coors, which is headquartered in Denver. So I’m guessing that a red-white-and-blue festooned “Coors 76″ will appear on Stateside store shelves in the near future.

by Costa Tsiokos, Wed 11/25/2009 09:58 PM
Category: Advert./Mktg., Creative, Food, History, Society
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