Canada: Molson Inc. has rolled out the 250-millilitre beer can, Canadian media reported on May 3. "Once again, Molson is bringing innovation that offers beer drinkers in Canada the best choices to meet more of their beer-drinking needs on more occasions," said Peter Amirault, the brewery's senior vice-president for business development and innovation. "Research tells us that packaging is important for beer consumers and we're pleased to offer them a new, bold and sleek beer can format, a first in Canada."

Eight of the skinnier cans, containing Molson Canadian, Dry or Ultra, are priced the same as a six-pack of standard 355-millilitre cans. As usual, there's a cost to being bold and sleek: the old format packs 130 millilitres or 61/2 per cent more beer.

"People tend to have different beer consumption patterns depending on where they are and what they're doing," said spokesperson David Jones. "The slim can just sort of plays right into that. ... It's really just a cool, interesting package that we see as a real conversation starter."

04 May, 2004