Molson Coors has 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, which features light, citrus flavours, has been launched as an alternative to popular summer drinks such as rose wines and ciders and will be available as single bottles to the on-trade from 18 March until September.
“The mission we set our brewing and innovations team was clear – make us a drink perfect for the summer and in Carling Zest, they’ve just achieved that,” said Annette Middleton, Carling senior brand manager at Molson Coors. “With its clear, fresh taste and a twist of citrus, Carling Zest is a perfect beer to enjoy with friends in the sun.”
“There will be no better drink to stock this summer. The limited edition beer has tested incredibly well with consumers who are drawn to Carling Zest’s summery appeal. The launch is being supported with a great marketing campaign to support our customers in selling the beer throughout the summer.”
The new product will be supported by a £1.9m advertising campaign. Its launch makes Molson Coors the first major brewer to create a new 2.8% ABV beer under a major brand name and it follows Carling Chrome which hit the market in August 2011.
Last year, BigHospitality reported that the Campaign for Real Ale (Camra) urged pubs to begin stocking more lower-strength beers in order to benefit from the 50 per cent decrease in excise duty.
Other, similar lower-strength beers to have hit the market recently include Greene King’s Tolly English Ale, Wadworth’s Small Beer and Carlsberg’s female-focused Eve brand.
For more information on Carling Zest and other products under Molson Coors, visit http://www.molsoncoors.com .