Huh?

MolsonCoors intros “microcarbonized” beer

Molson Coors has launched Molson M, what the company calls “the world’s only Microcarbonated lager beer” in Quebec. Additional distribution is to be phased in between now and 2011. US distribution plans were not mentioned.

Molson M is brewed using what Molson Coors’ calls “microcarbonization process.” This process, unique to Molson M, results in a lager with 4.9% alcohol/volume and a taste that the company says “goes down well.”

The company says microcarbonization is a revolutionary process implemented by Molson Coors at the company’s brewery on Notre-Dame Street in Montreal, a process during which the beer is injected with CO2 through smaller, finer bubbles with a high level of precision and consistency.

According to the company, the injection of smaller CO2 bubbles makes it possible to preserve not only the taste of the hops but also the delicate flavours generated by the yeast during fermentation.

The microcarbonization process, for which a patent is pending, required substantial investment in the company’s Montreal brewery.

Particular attention was devoted to the packaging of Molson M and the latter’s distinctive, more sophisticated image. In the lead-up to the launch, Molson M was successfully taste-tested by beer lovers who applauded the brew’s smooth taste that goes down well. Molson M is brewed using premium quality ingredients, including the company’s renowned strain of yeast and roasted caramel malt that result in a beer with a light, sweet, distinctive malt taste.

Comments

  1. nohandslance says

    I give a big thumbs up to admin for only stating ‘huh?’ to start this report. With my not so eloquent threads and posts in the past I am suprised they have kept their replies civilized for so long.
    Thanks for the good read admin.

  2. MattKSBC says

    Does this mean I’ll potentially be violating a patent by using my 20 year old pinpoint carbonator?

  3. Jephro says

    Can anyone out there in forumland prove or disprove that the size of a bubble changes anything in any way?

    Microcarbonized… sounds like something Ricky (from the trailer park boys) came up with. Smaller bubbles, heh that would be Konky. soory, i’m crackin myself up here with the tpb references.

  4. william.heinric says

    Wouldn’t smaller bubbles cause a large increase in the surface area of beer exposed to CO2? That would increase the effectiveness of scrubbing, yes? I’m not sure, as I don’t work for one of these “professional” institutions, but I’m pretty sure that the only thing keeping the marketer’s BS off of my socks is my pair of tall rubber boots.

    Bill

  5. kai says

    CO2 scrubbing only occurs if the CO2 comes out of the beer after going in. At a stretch I’d say that’s the only valid basis behind the marketing claim; that they carbonate carefully and never have to vent CO2 thereby avoiding loss of aroma in vented gases….

  6. liammckenna says

    Smaller bubble size has a definitely different mouthfeel.

    Think of true Champagne vs. sparkling wine.

    Huge difference.

    Many of us small brewers due to spunding/natural carbonation already have quite a fine ‘bead’. Large brewers, until now, generally don’t.

    Pax.

    Liam

  7. kai says

    Liam,

    good point, but somehow I doubt that Molson Coors are big followers of méthode champenoise!

    and, I’d have thought that many larger brewers would retain as much CO2 from the ferment as their process would allow, is this not the case?

  8. TL Services says

    I can see something in this:

    When a beer is carbonated (ie. adding CO2 to what’s already there), the CO2 doesn’t immediately dissolve into solution; that being so, it might be their new process, by injecting ‘smaller bubbles’ speeds up the dissolution process, hence the claim that it preserves both hop and trace flavor.

  9. CapeCodBeer says

    Isn’t it micro-carbonated instead of micro-carbonIZED???
    Because carbonized would be turning something to carbon.. you know like charring it?

    from wiktionary.org
    CARBONIZE
    To turn something to carbon, especially by heating it; to scorch or blacken; To react something with carbon

    CARBONATE
    turn into a carbonate
    treat with carbon dioxide; “Carbonated soft drinks”

    So isn’t that a TYPO???
    File this one with the FROST BREWED AND COLD FILTERED POST PLEASE.

  10. liammckenna says

    kai wrote: Liam,

    I’d have thought that many larger brewers would retain as much CO2
    from the ferment as their process would allow, is this not the
    case?

    Good point Kai. I guess it depends if they have pressurized fermentors
    or not. Both scenarios are possible. If the fermentor is not
    pressurized, when it moves to ruh/conditioning (where it will be top
    pressured to maintain CO2), CO2 would likely be in the 1.3-1.9 volume
    range.

    This would mean that the beer would need to be brought up
    significantly and rapidly for packaging.

    Pax.

    Liam

  11. jfulton says

    Jephro I laughed out loud reading your comment about Ricky from Trailer Park Boys, it’s spot on!! “Ya know it’s mircocarbonization guys, duh. I’ve got these things goin on in my head ya know!”

  12. laughinglemur says

    Seems like a lot of time and money to spend to produce smaller bubbles. Wouldn’t using Nitrogen have a similar effect?

  13. liammckenna says

    laughinglemur wrote: Seems like a lot of time and money to spend to produce smaller bubbles. Wouldn’t using Nitrogen have a similar effect?

    Nitrogen has a totally different mouthfeel.

    Liam