Molson Coors aims to tap into the growing trend for alcoholic ginger beers by launching Carling Zest with a Hint of Ginger.
Britain’s biggest brewer said its market research showed strong consumer demand for ginger beer.
It believes the new launch will claw lager back consumers that have switched to fruit cider, and added that it anticipates 37% of consumers will try its new beer.
It has also made Carling Zest with a Hint of Citrus part of its permanent portfolio following a limited edition in 2012.
Brand director Jeremy Gibson said: “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.
“To capitalise on that success, we’ve developed a new refreshing flavour perfect for summer time drinking, whatever the weather. And, by bringing back Carling Zest with a Hint of Citrus, we are responding to incredible consumer demand.
“Having led the way in developing this market 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 with consumers.”
The launch of the ginger beer and the relaunch of its citrus stablemate will be backed by a £5.3 million marketing campaign.
TV, print and billboard ads running from April will encourage people to “enjoy the season no matter what the weather”.