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Limited edition trio pack for summer beers

To capitalise on increased beer-drinking occasions during the summer months, Molson Coors Canada launched a summer-themed Summer Trio variety pack, under the Molson Canadian 67 brand.

The Summer Trio mixer pack was created to offer both variety and seasonality to Molson Canadian 67 consumers, featuring three unique beers perfect for the summer months: Molson Canadian 67 lager, Molson Canadian 67 Sublime and Molson Canadian Tangerine Twist. Each of the three varieties is featured on a coaster scattered across the top of a deck or pier. This approach allows for all three brands to be equally promoted, while at the same time supports the summer occasion story.

Colour and light were leveraged by the graphic design agency Springfield Design Partners to create a mood and drive on-shelf appeal through a depiction of the perfect summer beer moment.

By offering three low-calorie, full-flavour beer variants in one variety pack, the Summer Trio pack appeals to consumer desire for refreshing and different taste experiences, and offers something for everyone at their next barbecue.

“Spring Design Partners led the successful redesign of the Molson Canadian 67 franchise and the extensions of the brand including our Summer Trio Pack that captures the essence of a Canadian Summer and the beers perfectly suited for the season. As always Spring’s approach is disciplined, thorough and of exceptionally high standards,” comments David Bigioni, VP marketing, Molson Coors Canada.

18 August 2014 - Felicity Murray The Drinks Report, editor