MORE than £7 million will be spent as a Burton brewing giant aims to rebrand the UK’s best selling lager after admitting that it had ‘lost ground’.
Molson Coors is spending £7.3 million revamping its Carling brand and the overhaul will include new aluminium bottle packaging and a new strategy entitled ‘Refreshingly and brilliantly British’.
The overhaul — which is intended to transform Carling from a 1.3 billion to a two billion pint-a-year brand by 2014 — includes the launch of a premium version called Carling Chrome.
This new product will be rolled out from late August — at the same time that the firm expects to release its new beer aimed at women called Animee.
The rebranding will also see Carling being sold in new packaging and alongside Caffrey’s and Coors Light, Carling will be available in a new aluminium bottle.
The launch of Carling Chrome will be supported with advertising in October and in the New Year. The new aluminium bottle will also receive a marketing push in September.
Chief executive Mark Hunter 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.”
Marketing director Chris McDonough said: “Although Carling remains the UK’s number one 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.”
