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Fruit infused beer to entice female drinkers

By Burton Mail  |  Posted: June 27, 2014

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A BURTON beer giant is rolling out a new creation based around its most famous beverage in a bid to try to entice a ‘different kind of drinker’.

Molson Coors, based in High Street, has revealed the mass launch of its Carling Fruit Coolers following a successful trial in ASDA last year.

The new drinks are made with real fruit juice and lager with bosses hoping that the similarities to sweeter drinks like rosé wine or fruit ciders could finally help win over more female drinkers to lager.

This is part of a continued attempt by the firm, which previously saw a successful launch of Carling Zest as part of its effort, to break into new markets.

Jim Shearer, Carling brand director at Molson Coors UK, said:“Following on from the great success of Carling Zest and recognising that consumer lifestyles are changing with lighter, flavoured products in huge demand, we trialled Carling Fruit Coolers last year.

“They were incredibly popular so we are rolling out Carling Fruit Coolers nationally this summer.”

The new drink will be available in lemon and grapefruit flavours,

A spokesman for the firm said: “Carling Fruit Coolers are a light and refreshingly fruity way to enjoy Carling. They are a perfect blend of real fruit juice and lager brought to you by Carling, Coolers provide natural, thirst-quenching refreshment with a two per cent ABV in packs of four 300ml bottles.

“Distinct from Carling Zest, a beer with a hint of fruit, Carling Fruit Coolers are made with real fruit juice and lager, making them perfect for those who might opt for sweeter drinks like rosé wine or fruit ciders.

“Molson Coors has a proven record in extending the Carling brand to new areas of the market and widening its appeal.

“Carling Zest was the number one new beer launch of last year and won The Grocer’s prestigious ‘Alcoholic Drinks Brand of the Year’ gold award for 2013.”

The firm previously revealed that more marketing around the likes of Carling Zest would help drive its ambitions for growth.

The product was even picked out for praise by the firm’s president and chief executive officer Peter Swinburn.

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