Many people envy my job. I get to drink beer and get paid for it. Most of the time it really is a dream gig. However, there are times when I must do what most of you can avoid. A moment during my Quebec City tip last week is a case in point.
I tried Molson M!
For those of you who do not know Molson M (and as a Western Canadian, that would be understandable), it is SAB-Miller Canadian Division’s latest marketing innovation. Released only in Quebec for now, it is claimed to be “micro-carbonated”, a trademarked process trumpeted as the latest and greatest innovation in beer since, well, Ice beer (okay, that is my cynicism creeping in). SAB-Miller Canada (which Molson will be referred from this moment forward on onbeer.org – Labatt and Sleeman will also get their own re-naming soon) claims they have found a way to inject CO2 into the beer in smaller bubbles, which, they say, enhances the flavour and preserves more of the original brewing complexity.
Doubtfulness about the new process aside, what does the beer taste like? It pours a light gold with a loose, bubbly white head that dissipates almost immediately upon the end of the pour. The aroma and flavour pick up a clean pilsner malt and other residual malt sweetness. Hops are only barely discernible. I found the flavour to be similar to Kokanee, demonstrating more barley character than Canadian or Coors and a bit of a sweeter finish. However, it remains solidly in the realm of boring macro-lager. Overall the beer is lifeless and uni-dimensional.
And for the life of me I cannot figure out what the so-called microcarbonation does. For all I can discern, it seems to make the beer go flat more quickly and give it less effervescence overall. (An observation confirmed by a local Quebec City brewer a couple of days later). There is nothing special about “microcarbonation”. It seems more likely to be the latest in the big boys’ marketing wars, not unlike Dry or Ice beer (remember those?). However, given that they have only released it in Quebec, it makes me suspicious that even they are uncertain about its cache.
I highly doubt that Molson M survives very long, so thank yourselves that I took the punishment for you. And, for the record, after a couple of sips I dumped the rest of the can down the sink. That speaks volumes.
But can’t figure out what the microcarbonation does. All I observed is that it goes flat quicker than regular beer.
Overall the beer is lifeless and uni-dimensional. If you like Kokanee and Stella Artois, you will like this beer. Otherwise give it a pass.
June 20, 2010 at 6:37 PM
It sounds like the purpose of “micro-carbonation” is purely for marketing purposes. And if it makes beer go flat faster, that means it makes cheap, gross beer taste even cheaper and grosser.
I’ll definitely be ignoring this one. Thanks for the early tip. I wonder how many other brands will yell about their micro-carbonated beers before this trend fades into oblivion.
June 22, 2010 at 8:19 AM
I was living in QC when they introduced this beer, not one of my brewer colleagues nor myself could figure what they were talking about. Also not one of anyone I know bought and or tasted this beer….I think the fad will fade before it even gets out west.
April 7, 2011 at 10:25 PM
Yea, I dunno. I’ll stick with sleemans and bud. It’s an ok beer tho. But what the he’ll is micro carbonation???
April 10, 2011 at 5:46 PM
Micro Carbonation a marketing gimmick? Yup. I the recipe its self I kind of like as far as a piss beer goes. However micro means smaller and that’s just what they have given you. A little bit less carbonation, more then you would find in a porter but less then a normal lager. As for the beer going flat faster, that should be no means to worry as this is not a style of beer to savoured.
Down the hatch
April 12, 2011 at 9:55 PM
No one knows what microcarbonation is because Molson claims it is patented. My theory is that is a lower level of carbonation combined with some gadget that makes the bubbles smaller. Might be a cool thing, but it doesn’t save a beer that didn’t have anything going for it in the first place.
April 19, 2011 at 3:42 PM
Molson M finally launched in BC a month ago.Out of duty I set up a tasting and brought a minimal order into our local private liquor store. Half way into the tasting and no-one buying, even the taster wanted to pack up and leave. Over a month later and I still have that stock sitting in the beer cooler..even Molson’s doesn’t want it back!
April 19, 2011 at 9:41 PM
Not surprised. My prediction is that it won’t be around long. Sorry you are stuck with so much of it.
May 15, 2011 at 7:24 PM
Not the worst beer but far from the best. Flavor is bland and dull. Whatever happened to beer tasting like beer? I will stick with a good old Fort Garry Dark Or a Negro Modena. I am really hoping that more full flavored beer will come out by Canadian brewers. Half Pints Brewing! all good, all the time!