Carling brewer wants 1m more beer shoppers

18 January, 2010

Molson Coors (UK) aims to recruit 1 million more beer shoppers in 2010 with an increased marketing spend in the category.

The brewer is spearheading the investment with the launch in April of a “taste lock” Carling can, featuring a new “padlock thermo device” which turns blue when the lager has reached the optimum temperature. The can will be advertised on TV from March.

The brewer is also promising activity on Coors Light and Grolsch and will also be “investing significantly in creating new occasions for beer and food with a series of initiatives”. This activity is targeted on Sol, Singha and Cobra.

Off-trade sales director John Heynen, said: “Beer is a natural partner for a wide range of interesting food styles.

“With the off-trade set to overtake the on-trade by 2011 as consumers spend more time cooking at home, we are able to offer a relevant and diverse portfolio for all food occasions.”

The brewer said it will be investing an additional £8.1m this year – representing a 16% increase on 2009.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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