Brewer Coors plans to target housewives as well as 18 to 34-year-old men with TV ad campaigns, sports sponsorship and new products.
Carling's You Know Who Your Mates Are campaign returns to TV screens this month as part of an increased TV ad spend for the brand.
There will also be another burst of the 100% British Barley campaign, starting in February. Summer will see the launch of a 99-calorie bottle targeted at women.
Marketing director Martin Coyle said: “This commitment to increasing investment in order to stimulate the beer category and attract 1 million more shoppers down the beer aisle continues across all of our marketing plans – including Carling’s biggest TV advertising spend in years, reaching over 80% of 18 to 34-year-old men, the renewal of the Carling Cup for another three years and the launch of the 99-calorie bottle targeting female consumers.
"In 2009 we are committed to driving the beer market forward and this preview gives a sense of our ambition to support our customers' businesses."