Molson Coors is to run a £1.9m marketing campaign to support its launch of a new limited edition lager targeting a summer audience, Carling Zest.
The integrated campaign will begin on 1 May, and including TV, press, outdoor and digital activity.
The beer itself has 2.8%ABV, with the company hoping that it will become popular with those hosting barbeque parties, beer-garden gatherings or holiday makers, across both male and female markets.
Annette Middleton, Carling senior brand manager at Molson Coors, commented: “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.
“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.”
The product will go on sale throughout UK off-trade on 5 March in four packs throughout the UK, and then be made available to off-trade and on-trade as single bottles from 18 March.