Molson Coors Re-ignite Carling with £7.3 million rebrand

-UK’s biggest brewer outlines major product innovation for on and off trade
-Precision brewed premium lager ’Carling Chrome’ launches in August
-Carling to be made available in new aluminium bottle



A new positioning, Refreshingly and Brilliantly British, is part of a strategy to see Carling, the UK’s best selling lager* for over 3 decades, become a two billion pint brand. Backed by a £7.3 million investment, Molson Coors (UK & Ireland) will deliver new brand plans and products for Carling, refreshing its image and reenergising the lager category.

Mark Hunter, Chief Executive, Molson Coors (UK & Ireland) said: “Consumers have become disengaged by the beer category as they perceive it as dull and lacking excitement. The industry is under great strain, but if beer can meet consumers’ needs and become more relevant it will help stimulate growth again.

“Molson Coors has an extraordinary and growing portfolio of beers and we continue to invest in order to improve brand health and generate excitement in the category.”

The rebrand follows five years of industry research and consumer insight and sees the launch of a new premium lager, ‘Carling Chrome’. The latest innovation in the Carling family will be a crisp lager, precision brewed for a refined taste at 4.8% ABV.

The precision brewing process allows Carling Chrome to be consistently brewed with a lower level of bitterness and the ideal level of carbonation in order to deliver all the subtle flavours created by the yeast during fermentation, delivering a light and refreshing lager.

Carling Chrome will launch into the UK market across the on- and off- trade from late August 2011. Marketing support, led by Molson Coors with VCCP Blue, will be focused initially on raising awareness and driving trial of the brand. The launch will be supported with outdoor advertising in October 2011, followed up in the New Year with TV advertising to further raise awareness.

Chris McDonough, Marketing Director, Molson Coors (UK & Ireland), added: “Although Carling remains the UK’s No.1 beer brand, it has been increasingly losing ground over recent years. Our aim is to bring it back to being a confident and proud category leader, through a new brand positioning for Carling and the launch of Carling Chrome.

“The Carling rebrand will be delivered according to a five point plan, which will include new communications, a new premium visual identity, innovative new packaging, innovative new products and a long term vision & strategy.”

The rebrand will also see Carling being sold in an engaging, new and differentiated packaging format. Alongside Caffrey’s and Coors Light, Carling will be available in a new aluminium bottle, creating a smooth drinking experience, cold sensation, a stylish look and environmental benefits. The aluminium bottle will be supported as part of a National TV campaign breaking in September.

-----

About Molson Coors Brewing Company

Molson Coors Brewing Company is a leading global brewer delivering extraordinary brands that delight the world’s beer drinkers. It brews, markets and sells a portfolio of leading premium brands such as Coors Light, Molson Canadian, Carling, Blue Moon, and Keystone Light across North America, Europe and Asia. It operates in Canada through Molson Coors Canada; in the U.S. through MillerCoors; and in the U.K. and Ireland through Molson Coors (UK & Ireland). For more information on Molson Coors Brewing Company and our portfolio of brands, visit the company’s website, www.molsoncoors.com.

In the UK, Molson Coors has over 2,000 employees and breweries in Burton on Trent, Alton and Tadcaster. It has a market share of over 20% of the UK beer market. Our portfolio includes Carling, the UK’s best selling lager for three decades, Coors Light, Grolsch, Worthington’s, Caffrey’s, Corona, Cobra and a range of speciality beers.



* Source:1. AC Nielsen Scantrack Lager w/c 27 Dec 10 & On Beer Sep 2010