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Barley may be aphrodisiac, Molson hints - Molson Breweries U.S.A. Inc - Brief Article

Modern Brewery Age, March 8, 2004

A new Molson U.S.A. campaign points out that the zinc in Saskatchewan barley is also common to oysters and truffles, known for theft aphrodisiacal properties.

"Here at Molson, we're constantly asked if our Saskatchewan barley is an aphrodisiac," one new print ad states. "Those rumors are unfounded," the ad concludes, with a bit of a wink.

The ad is part of a campaign devised when Molson U.S.A. tasked its ad agency with investigating the nature of beer and its ingredients.

"That's when they kind of got on to, 'Hey, there are some other kind of humorous qualities about Saskatchewan barley that may be of interest to a guy (age) 21 to 29,'" Steve Breen, vice-president of marketing for Molson USA, told Reuters.

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Rob McCaig, director of the Canadian Malting Barley Technical Center, said little zinc from barley makes it into beer since most is used up by the yeast during fermentation.

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