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Asda Carling News

Carling Cold Beer Amnesty returns to Scotland


By The Drum Team | Editorial

August 4, 2008 | 2 min read

This summer Asda Stores across Scotland will be visited by the Carling Cold Beer Amnesty Truck. Shoppers will have the opportunity, when they leave the store, to swap their packs of warm beer for ice cold Carling.

The main aim of the roadshow will be to raise the profile of the beer category and build perceptions of quality through cold beer, whilst offering a cold solution for ASDA shoppers. Vouchers for Carling C2 will also be distributed by the sampling team to encourage trial of Coors mid-strength alternative.

Chris Waters of ASDA has highlighted this activity: “It is an interesting category event which shows the dedication Coors have to moving the beer category as a whole forward by educating consumers about how beer should be consumed. Cold, quality beer, consumed responsibly, is key to ASDA and its customers”.

Paul Miller, Head of Coors Scotland said: “We hope we can replicate the success of the amnesty down in England as it has had a hugely positive impact on Carling sales with as much as a 50% increase in some stores when compared to figures 2 weeks prior to the amnesty”.

The Carling Cold Beer Amnesty will make its first appearance in Edinburgh on Thursday 4 September before travelling to Livingston for the Friday the 5th. The third and final day of the amnesty will take place in Glasgow on Saturday the 6th.

The Cold Beer Amnesty came north of the border for the first time at Rockness Music Festival in June with 16,391 cans being exchanged for ice cold Carling.

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