Coors champions British barley

07 November, 2008

Coors Brewers is to champion the British barley used to make Carling lager in a new ad campaign.

The campaign aims to capitalise on the increased interest in the quality and sourcing of food and drink among consumers.

Poster ads are appearing on 7,000 sites across the UK and the campaign will also feature in sponsorship ads around movies on ITV2, 3 and 4.

The “100% British barley message” will also appear on cans and outer packaging.

Martin Coyle, Coors’ director of Carling, said: “We’ve refreshed our can design and promotional materials to talk more about the British barley in our lager.

“This follows a decision on our part to talk to our drinkers more about how we brew Carling and the quality of the ingredients we use.”




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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