A BURTON brewing giant has released details of its latest efforts to break the summer drinks market – a ginger version of its most popular brand.
Molson Coors, based in High Street, is expanding its lower-alcohol beer brand by launching Carling Zest with a hint of ginger.
The new drink is being rolled out in the next few weeks alongside the original 2.8 per cent citrus-flavoured Zest, which was launched as a limited-edition flavour last year but has now becomes a permanent line.
“Carling Zest had a fantastic 2012, with strong sales in the off-trade and great feedback from both retailers and their customers, with great repeat purchase rates and incremental category sales,” said Carling brand director Jeremy Gibson.
From next month, Carling Zest will be supported with a £5.3m marketing campaign developed by VCCP that includes TV, outdoor and print activity.
“We’re continuing to invest in the brand with a heavyweight marketing campaign to showcase our latest flavours and ensure Carling Zest remains front of mind,” added Mr Gibson.
The 2.8 per cent volume original Carling Zest was launched in March and ‘sold exceptionally well’ during the summer.
It was later replaced by a spiced orange-flavoured version.
However, Carling Zest’s success was not mirrored by Aimee, brewed as an attempt to entice female drinkers to beer, as the brand was axed late last year.
Molson Coors, however, insisted Animee was only part of its plan to attract more female customers and said its decision to axe the brand was not a deviation from this aim.
Beer pundits have described Aimee as ‘doomed to failure’ since its launch in July 2011.
A Molson Coors spokesman said other brands in its portfolio, such as Coors Light and Mexican-themed beer Corona, were attracting a higher proportion of female drinkers.