Carling brewer wants 1m more beer shoppers

18 January, 2010

Molson Coors (UK) aims to recruit 1 million more beer shoppers in 2010 with an increased marketing spend in the category.

The brewer is spearheading the investment with the launch in April of a “taste lock” Carling can, featuring a new “padlock thermo device” which turns blue when the lager has reached the optimum temperature. The can will be advertised on TV from March.

The brewer is also promising activity on Coors Light and Grolsch and will also be “investing significantly in creating new occasions for beer and food with a series of initiatives”. This activity is targeted on 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.”

The brewer said it will be investing an additional £8.1m this year – representing a 16% increase on 2009.

Bookmark this

Site Search


English wine: a happy harvest for Christmas

All across England and Wales, vineyards are being harvested. Down winding country lanes come armies of welly-wearing conscripts wielding secateurs and buckets, ready to reap the rewards of our vines. Happily they come, their cheeks ruddy with pride. Half an hour later they’re crawling over muddy clods with lacerated hands, drenched in claggy juice and cold sweat, as if ploughing through an endurance race.

Click for more »
Upcoming events


Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know