Molson Coors launches Carling Zest
Molson Coors has launched a limited edition light citrus flavoured beer, Carling Zest, as it seeks to make lager more attractive to summer drinkers who have switched to cider.
The beer, which can be bought in off licenses, will be rolled out into bars and clubs nationwide from May. The trial will run until September.
Carling Zest’s trial will be backed by a £1.9m multimedia marketing campaign in May.
At 2.8% ABV, Carling Zest will be positioned as an alternative to summer drinks such as wines, ciders and cocktails.
Annette Middleton, Carling’s senior brand manager, says: “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. The limited edition beer has tested incredibly well with consumers who are drawn to Carling Zest’s summery appeal.”
