Carling Chrome introduced to on-trade

By Noli Dinkovski

- Last updated on GMT

Related tags: Beer, Carling

Carling Chrome: Available in pubs
Carling Chrome: Available in pubs
Molson Coors has started to roll out Carling Chrome to pubs after its launch to the off-trade in August.

Announced as part of a £7.3m rebrand for Carling in July, 4.8% ABV Chrome is said by Coors to be a “light-tasting” and “less bitter” bottled lager targeted at both men and women.

Under the tagline Refreshing and Brilliantly British, it’s part of a strategy to turn Carling into a 2bn pints by 2014 — currently, sales are 1.3bn pints a year.

Chrome is sold in units of 24 and comes with an RRSP of £2.95 per 330ml bottle.

Mike Read, brand director for Carling, said: “With the launch of Carling Chrome into pubs, bars and clubs across the country, we’re hoping to fill a gap in the market and give customers a light-tasting premium lager that both men and women can drink and enjoy.

Read added: “Our in-depth research into barriers to choosing beer on certain occasions has led to a product with a less bitter taste and just the right amount of carbonation ‘bite’ to make it extremely refreshing.

“We look forward to building on the overwhelmingly positive feedback we’ve had from the on-trade and consumers for Carling Chrome.”

Molson Coors will back the brand with PoS. There will be out-of-home marketing to support the launch and further TV ads in the new year.

Related topics: Beer

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