Saint John-based Moosehead Breweries is stocking a new beer in stores across the country designed for older, more mature drinkers.

On Tuesday in Toronto, Moosehead Breweries showed off "Cracked Canoe," a light beer low in calories and alcohol.

Ray Gracewood, Moosehead's director of marketing, said the new beer's name is meant to stir up images of the slow brewing process.

"The idea is people want to sit down and enjoy their beer. They're not about the hustle and bustle of everything," Gracewood said.

"The Cracked Canoe idea is about taking things slow. The idea really resonated strongly with people."

Gracewood said there's a trend across the country of people choosing lighter-tasting beer.

Unlike other beer marketing campaigns, he said, this product is being aimed at both men and women.

"Generally, men and women 30 and up who enjoy a distinctive upscale light premium beer is the target behind it," Gracewood said.

"When we think of how we go to market with different beers, in a lot of cases it's a male-dominated thing. For Cracked Canoe we wanted to make sure we targeted both men and women."

The beer is the first national product launched by Moosehead in almost 20 years. The 12-can and six- and 12-bottle packs will be available in stores by May.