Coors is sponsoring Hibernian Football Club during its upcoming European matches.
The deal will see the Carling brand adorn the team's strips during UEFA cup games and builds on the brand's sponsorship of the Old Firm, which kicked off two years ago.
Coors director of sales for Scotland, Paul Miller, said: 'Coors is thrilled to have Carling chosen as shirt sponsor for Hibernian's forthcoming Euro-pean campaign.
'Carling has a fantastic track record in boosting the profile of football in a way that appeals to fans and this should be beneficial for Hibernian as they seek to develop a high profile in Europe.
Meanwhile, Carling will be giving away £40,000 worth of beer at the Reading and Leeds Festivals this weekend as it 'declares war on warm beer. A 'Cold Beer Amnesty will be operating at both sites for the entire event. Festival-goers will be invited to swap any unopened can of warm beer for a cold can of Carling, free of charge.
The company has also just launched its Coors Fine Light lager in a PET bottle to appeal to student venues looking for an alternative to glass.
Coors senior brand manager Stuart Renshaw said: 'Coors is committed to promoting responsible drinking and we appreciate the need to give licensees the opportunity to offer an alternative to glass on some occasions.
Coors has already introduced branded nucleated pint glasses for its Coors, Carling and Grolsch brands.