The investment represents a 16% increase on last year’s and includes the launch of a “taste lock can” for Carling.
The can, which has a double lining and a tougher seam to prevent oxidation of the beer, will be introduced in April.
There is also a thermo-sensitive lock logo on new-look packaging to indicate when the beer is at optimum drinking temperature.
Coors Light will also get a new can design, again with a temperature indicati?on label. The launch will be supported by TV advertising in March.
The bottle will be supported by advertising, glassware deals, giveaways and new SKUs.
Grolsch will be backed by a “home experience pack” which aims to promote Dutch-style continental drinking in the home, by giving consumers the chance to order glasses, skimmers and other gizmos to enhance the way they serve the lager.
The brewer is investing “significantly” in promotion around beer and food, including activity to coincide with Mexican Independence Day, Thai New Year and Cobra National Curry Week, to support Sol, Singha and Cobra.
Off-trade sales director John Heynen? said: “Beer is a natural partner for a wide range of interesting food styles.
“With the off-trade set to overtake the on-trade by 2011, as consumers spend more time cooking at home, we are able to offer a relevant and diverse portfolio for all food occasions.”??