New Carling glass as C2 goes national
Coors is set to roll out C2, its low-alcohol version of Carling, on a national scale after a successful trial period.
The 2% draught-only beer was launched in December last year in 3,500 pubs including Brewers Fayre, Beefeater, and Brewsters outlets. Coors now plans to have the beer in 5,000 pubs by the end of the year in preparation for a full national rollout in 2006.
On-trade sales director John Holberry said the trial period had been a "great success" and claimed that C2 would provide a good alternative for consumers. "We've had over 500 attempts to get it right but the 2% version just works," he said.
"It is for people who love beer but want to stay in control and pace themselves, perhaps if they are out for lunch or they need to go back to work."
The rollout will be supported with a TV advertising campaign highlighting the apparent lack of alternatives if you don't want to drink too much.
In addition, there will be a new branded glass for Carling. The new "virtually unbreakable" toughened safety glassware has a new shape and features screen-printed nucleation to help create a better head.
"Our research shows that drinkers prefer to enjoy their beer from branded glasses," said Carling brand director Des Johnson. "The investment in these glasses will see customers coming back for more. The manufacturing process also makes the glasses stronger and more temperature resistant so they can be washed more, take more wear and tear and generally last longer."
