Carling Chrome launched in off-trade

30 August, 2011

Carling Chrome has made its off-trade debut, answering what Molson Coors says is a demand for a light-tasting premium lager.

The 4.8% abv beer is available as a packaged product in a clear 33cl bottle, sold in the off-trade in units of four and 12. The recommended retail sales price is £4.49 for the 4x33cl pack and £13.49 for the 12x33cl.

Brand director Mike Read said: “Our in-depth research into barriers to choosing beer on certain occasions has led to a product which is extremely refreshing and precision brewed, with a lower level of carbonation than most beers. We are looking forward to building on the overwhelmingly positive feedback we’ve had from the off-trade and consumers alike for Carling Chrome.”




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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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