Molson Coors is expanding lower-alcohol beer brand Carling Zest with a new flavour.
Carling Zest with a Hint of Ginger is being rolled out in the next few weeks alongside the original 2.8% abv citrus-flavoured Zest, which was launched as a limited-edition flavour last year but has now becomes a permanent line.
“Carling Zest had a fantastic 2012, with strong sales in the off-trade and great feedback from both retailers and their customers, with great repeat purchase rates and incremental category sales,” said Carling brand director Jeremy Gibson.
From next month, Carling Zest will be supported with a £5.3m marketing campaign developed by VCCP that includes TV, outdoor and print activity.
“We’re continuing to invest in the brand with a heavyweight marketing campaign to showcase our latest flavours and ensure Carling Zest remains front of mind,” added Gibson.