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Intelligence > Alcohol

Carling launches new glassware to deliver ‘the perfect serve’

By Luke Nicholls , 05-Apr-2012
Last updated on 05-Apr-2012 at 10:31 GMT2012-04-05T10:31:51Z

Molson Coors has this week announced the launch of new Carling glassware in a bid to provide ‘the perfect serve’ for the on-trade as part of the beer company’s ‘reignite strategy’ for the brand. 

The new glass, created by design agency echo, is said to produce a better serve, with increased nucleation to improve head performance. Four million pint and half-pint glasses will be made available to pubs, bars and clubs across the UK.

“Delivering that perfect serve is an absolutely essential part of invigorating the beer category and the right glassware for our beers is crucial,” said Jeremy Gibson, Carling’s brand director. “It was important to us that we have a glass that reflects the sophisticated nature of the UK’s bestselling lager, complementing the advertising currently on TV and ensured that, from the first sip until the last, it provided a great drinking experience.”

Research undertaken by Molson Coors indicates that the glassware will be well received by consumers: three-quarters (77 per cent) of drinkers said that they preferred the new glasses over the old, and nine out of ten (93 per cent) said that the updated design fitted ‘well’ or ‘very well’ with Carling’s brand image.

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The new product launch comes less than a month after Molson Coors launched Carling Zest , a limited edition larger for the summer which will take advantage of the lower tax payable on beers at or lower than 2.8% ABV. The beer company also recently unveiled a new look for three of its core brands , Carling, Coors Light and Caffrey’s - which are now available in aluminium bottles.

The new glassware, which is available in pint and half-pint glasses, can be ordered by Carling on-trade stockists from this week.   

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