Carling's new lower-ABV Zest
With its light citrus flavour, Carling Zest is the perfect summer beer for both male and female drinkers, said Coors.
To achieve the 2.8% ABV, The brewer said it has drawn on its “significant technical know-how of low-ABV brewing”, which comes from its experience in brewing beers with lower alcohol content, such as Carling C2.
The product will be supported by a £1.9m advertising campaign starting in May. The campaign will include TV, press, outdoor and digital support for the product launch.
Annette Middleton, Carling senior brand manager at Molson Coors, said: “The mission we set our brewing and innovations team was clear – make us a drink perfect for the summer and in Carling Zest.
“They’ve just achieved that. With its clear, fresh taste and a twist of citrus, Carling Zest is a perfect beer to enjoy with friends in the sun.”
Middleton added: “There will be no better drink to stock this summer. The limited edition beer has tested incredibly well with consumers who are drawn to Carling Zest’s summery appeal. The launch is being supported with a great marketing campaign to support our customers in selling the beer throughout the summer.”
Carling Zest will be available in 12 packs and single bottles in the on-trade from 18 March, before being introduced on draught in May. Carling Zest will be available to buy until the end of September.
The launch of Carling Zest makes Molson Coors the first major brewer to create a new 2.8% ABV beer under a major brand name.
It follows the introduction of Carling Chrome, which hit the market in August 2011.
