Coors to launch new 99 Calorie beer


By The Drum Team, Editorial

April 23, 2009 | 2 min read

Molson Coors is to launch its new 99 Calorlie Carling bottle as it looks to advertise to a female targeted audience.

The campaign follows the launch of Coor’s female focused beer brand Bittersweet Partnership which it is hoping will attract more Scottish women to drink beer.

Paul Miller, director of sales, Scotland said: “Research has shown that stating the calorific content of Carling will result in increased female appeal. Our brewing recipe - and the beer remains exactly the same but by introducing a new bottle that clearly communicates the 99 calorie message, three quarters of the women we spoke to responded to the brand more positively.”

Miller continued: “Carling’s calorie content is less than half the equivalent measure of wine and at 4% ABV, also offers a lower alcohol alternative for women who choose to enjoy a drink with their friends.”


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