Montréal, November 9, 2009 – Québecers enjoy sampling new beers and are, with ever increasingly frequency, serving beer with a meal. Such are the findings of a survey conducted by Léger Marketing on behalf of Rickard’s DarkTM, the latest addition to the Rickard’s® family of beers. Indeed, 50% of all individuals surveyed indicated that they tried a new beer at least twice a year, whereas 14% indicated doing so every month. In addition, when asked if they paired food with beer, 28% of Québecers replied sometimes, 10% often and 1% always. Wine would therefore no longer seem to enjoy a monopoly when it comes to pairing food with beverages!
The survey also revealed that the leading beer appreciation criterion for over half of Québecers (56%) was distinctive flavour, whereas flavour novelty and originality ranked second and accounted for 11% of respondents. Other criteria included alcohol content, colour and country or region of origin.
“Survey findings are not surprising and indeed substantiate my own personal observations. Québecers remain avid beer aficionados, albeit taste and appreciation are becoming increasingly more refined. It is a trend ones sees in cuisine, cheese, wine and even coffee,” stated chef Ian Perreault, owner of Ian Perreault Prêts-à-Manger. “Product offerings by local corner grocers are a good case in point. In the past 10 years, both food and beer choices have expanded dramatically. This spectacular change is also reflected by the large selection of beers available today.”
Developed in response to consumer demand
Developed in response to growing Québecer demand for genuine, full-flavoured beers, Rickard’s DarkTM was launched this fall by Molson Coors in Québec and Atlantic Canada. Brewed in the tradition of English Porter-style ales, Rickard’s DarkTM boasts a unique, creamy taste with a hint of Québec maple syrup which is certain to please beer aficionados with a penchant for full-flavoured brews.
“Rickard’s DarkTM is a rich, warm, malty, sweet, clean-tasting beer with subtle hints of Québec maple syrup, clearly distinguishing itself from other beers,” stated Martine Bouthillier, Rickard’s® Brand Manager for Québec. “Rickard’s DarkTM adds a note of refinement to the existing Rickard’s® product line-up in a move designed to satisfy the expectations of Québecers with an appreciation for specialty beers and individuals ever on the lookout for new flavours and different products,” Ms Bouthillier went on to add.
Age-old drink a relative newcomer to the kitchen
“Increasing numbers of Québecers are exploring and experimenting with different flavours. Why not serve a rich, flavoursome beer like Rickard’s DarkTM with a good beef tartare?” exclaimed Ian Perreault. “I would even venture as far as to say that beer now enjoys a place in Québec as an ingredient of choice in elaborate, refined recipes. The concept is fairly recent, even if beer has been around since Antiquity! Why not use beer to marinate a tasty cut of meat? After all, it’s hunting season!”
Rickard’s DarkTM is currently available in Québec and Atlantic Canada where it is sold on tap for consumption in bars and restaurants, as well as in cases of 6 and 12 341 ml bottles, including Selection cases of 12 and 24 bottles which will also contain Rickard’s Red and Rickard’s WhiteTM brand beers. Rickard’s DarkTM will be made available in other parts of Canada in the spring of 2010.
Taste-testing… in the dark
The use of black malt is what sets Rickard’s DarkTM apart from other beers such as stouts which are darker and made using roasted barley. The master brewers at Molson Coors are justifiably proud of the unique taste and balanced profile of Rickard’s Dark which owes to the use of high quality ingredients designed to deliver the utmost in enjoyment for consumers.
-Malted Canadian barley, Munich malt, black malt and caramel malt combine to create the dark colour and rich, complex taste.
-Mt Hood hops add a subtle floral aroma while imparting a perfect balance of bitterness.
-Maple syrup lends a hint of sweetness which renders the brew entirely unique.
To appreciate the genuine, full-bodied aromas of this new beer, which features a 4.8% alcohol/volume content, we suggest serving it cold in a pint glass in total darkness!
About Molson Coors Canada
With roots dating back to 1786 and a time-honoured tradition of brewing quality beers, Molson Coors Canada is proud to be the nation's pre-eminent brewer. The Company proudly offers some of the most popular brands in Canada with an award-winning brand portfolio that includes Molson Canadian, Coors Light, Molson Export, Molson Dry and Rickard's. Molson Coors Canada also partners with other leading brewers to offer such global brands as Heineken, Corona, Miller Genuine Draft, and Foster's Lager. The Company employs 3,000 Canadians, operates six breweries, including the boutique brewery Creemore, and invests in communities from coast-to-coast through its various charitable initiatives and sports and entertainment sponsorships. Molson Coors Canada is part of the Molson Coors Brewing Company.
This survey was conducted by Léger Marketing in the period from September 28 to 30, 2009 with a group of 1517 Canadians aged eighteen (18) years of age and over. Findings are deemed accurate within a range of plus or minus 2.5% 19 times out of 20.
|
