Huh?

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.