Coors Brewers adds to its UK brand portfolio

Coors Brewers, the UK arm of the US drinks giant, is to launch a range of products in the next few weeks as it continues the integration of the Bass business it bought from Interbrew for £1.2bn in February.

The additions include two flavoured alcoholic beverage ranges and a further extension to the core Carling lager brand.

Carling Extra Cold is ordinary Carling served from the same keg, but run through a special cooling system, which the brewer claims ensures it is served super-chilled.

Coors marketing and international development director Mark Hunter says: “Extra Cold is not designed to compete with Carling, but to extend the brand range to meet consumer demand.”

The whole Carling brand is being supported by a marketing spend of £35m this year, its biggest ever.

Coors is also adding two new ranges. The first, called Java, has been created by the company’s Different Worlds Drinks brand development team.

Targeted at the value end of the on-trade market, it includes five different flavours – Ice, Tropical, Citrus, Sunfruit and Purple – in 275ml bottles at four per cent alcohol by volume (ABV).

The second range, Screamers – an alcoholic shots drink of 20 per cent ABV and in 25ml servings – is on exclusive test with Six Continents’ (formerly Bass) pub estate. Six Continents sold off its brewing interests to Interbrew two years ago.

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