Carling: C2 revived as range expands

Molson Coors has revealed that next year it will be launching new products under its Carling brand, including a relaunch of the C2 variant, and a new range of beers aimed at the female market.

Last week Molson Coors chief executive Mark Hunter said the Carling brand would see a range of new formats launch next year.

Although he was tightlipped on the details he did reveal that it is set to relaunch its Carling 2% ABV brand C2 next year, four years after launch. Hunter said: "We have a product, which is a great liquid, which tests well. I don't think we got the positioning and communication as right as it needs to be".

The new female-friendly range will be available in both the on and off-trade from mid 2011. Hunter said the company will be unveiling details of the range early in 2011.

The UK business is "trailblazing" the new female range which is currently in concept testing, for the company as a whole, he said.

"Quite often even your best hunches and research doesn't work. But we are looking at the rest of the group to follow suit."

The company has been researching the female market for 18 months through its BitterSweet Partnership initiative.

The new range of beers will be marketed specifically at women and be made from a recipe that fights the concerns women have around drinking beer such as bloating, weight gain and taste.

Hunter added: "We have spent a lot of time trying to get under the skin of what are the issues for women."