A refreshing summer twist on a classic.
Moose Light Radler
Being one of Canada’s oldest breweries, Moosehead’s iconic look and feel have carried them for generations to a brand identity that is uniquely Canadian. With the summer approaching, Moosehead wanted to capture a younger audience with a fresh, brand-new Radler for the Atlantic Canadian market. The new product needed to stand out in a market that has other Canadian brands marketing the same concepts and values.
The Radler was a new concept that hadn’t quite been experimented with in North America but was a massive success in European markets for its refreshing qualities. The distinction between a Radler and Beer was important, as this couldn’t be “just another flavored beer”. Moose light’s Radler was uniquely leveraged for its combination of juice and beer, containing 15% real juice. This distinction was a first-to-market success, tripling the company’s initial expectations.