Carling steps up flavoured beer push

9th June, 2014 by Gabriel Stone

Molson Coors has added Red Berries to its Carling Zest range, with the brewer putting £3.5 million of marketing support behind the flavoured beer category in 2014 alone.

Carling Red BerriesThe 2.5% abv Red Berries variant will now sit in the off-trade alongside Carling Zest Citrus, which launched back in 2012 and is now a permanent feature of the Carling portfolio. A number of seasonal variants have also featured, including Winter Berries, Spiced Orange and Ginger.

Hailing Carling Zest as “a stand-out performer in the category ever since its launch,” Jim Shearer, Carling brand director at Molson Coors, commented: “The launch of Carling Zest Red Berries for summer 2014 demonstrates that we are continuing to lead the way in developing this market and exciting consumers with new flavours.”

In order to support this momentum, Molson Coors is investing £3.5m in an “integrated” marketing campaign this year, which the company claims will “drive growth and incremental sales to the category.”

A presentation last year by off-trade data analysts Nielsen picked out flavoured beer as a key area of growth for the drinks trade, drawing a parallel with the flavoured cider category, whose growth has been outperforming traditional apple cider. Flavoured spirits are such as those introduced recently by Jim Beam and J&B whisky are also on the rise.

Many of these products carry a lower abv than their brand’s core range, thereby attracting a lower duty rate, which gives companies the chance to offer competitive prices without compromising profit margins.

Earlier this year Carling made its first foray into the flavoured cider category, just a year after it extended its focus from beer to cider, with the launch of its Carling British Cider Cherry. According to data released in April by Westons Cider, flavoured cider sales have more than doubled in the UK during the last two years, growing from £82m to £217m in the off-trade alone.

Carling Zest Red Berries is available to the off-trade in 4x300ml and 12x300ml bottle packs, with RRPs of £3.49 and £9.00 respectively.

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Job vacancies

Digital Marketing Manager

Master of Malt
Tunbridge Wells, Kent, UK

Experienced On Trade Sales Person

Borough Wine Imports
London, GB

3 x Business Development Executive

The Lakes Distillery Company Limited
Newcastle head office and nationwide, UK

Editor

Master of Malt Ltd
Tunbridge Wells(Kent)

Sales Account Manager - On-Trade

Berkmann Wine Cellars
Liverpool

Brand Manager

Hallgarten Druitt
Luton, UK

Experienced On-Trade Salespeople Required

Portal Wines and Spirits
London, UK

Purchasing and Sales (Wine Trader)

JF Tobias
London, UK

Sales Account Manager - On-Trade

Berkmann Wine Cellars
Cambridge / Peterborough / Bedfordshire, UK

Brand Marketing Manager

ATOM Supplies Ltd
Tunbridge Wells, UK

Senior On-Trade Sales Manager, London

Nyetimber
Central London, UK

Maverick Drinks Portfolio Ambassador to the North

Maverick Drinks
North West England, UK

Key Account Manager – Wine – On Trade – Dubai

Vantage Hospitality - Dubai
Dubai, UAE

Brand Ambassador European Markets

Bodegas Torres
Spain

The Global Merlot Masters 2017

Deadline : 17th April 2017

db Awards 2017

Deadline : 28th April 2017

The Global Organic Masters 2017

Deadline : 14th April 2017

The Global Sparkling Masters 2017

Deadline : 12th May 2017

Click to view more

Global Chardonnay Masters 2016

Now in its fourth year, the competition will identify the best Chardonnay from all around the world in every price range.

Rioja Masters 2016

Now in its fifth year, the competition will recognise and reward the finest Riojas on the world stage.

Fortified Masters 2016

Now in its third year, The Fortified Masters will reward the best fortified wines on offer.

The Global Malbec Masters 2016

the drinks business is proud to announce the inaugural Global Malbec Masters 2016.

Click to view more