Coors Brewers will be highlighting the calorie count of its Carling 30cl bottles when it relaunches them this summer.

The company hopes the packaging - which will state the beer’s 99-calorie count - will tempt more women into supermarket beer aisles.

The move is part of a marketing campaign starting in June that will see Coors put Carling ads into women’s magazines for the first time to address what it claims are misconceptions about the calorie content of beer.

Women needed assistance to stop making incorrect assumptions about the fat content of lager, said Carling marketing director Martin Coyle. “Women tend to think a bottle of beer has 400 or 500 calories, but it’s nothing like that. We want to show that lager has fewer calories than wine,” he said.

“The 99-calorie pack is linked to what we’ve been doing with British barley and is part of getting people to think differently about lager and get women back down the beer aisle,” said Coyle.

Major beer brands such as Carling and Budweiser have tried to distance themselves from laddish, humour-led advertising, and move towards product-focused campaigns, in Carling’s case emphasising its 100%-barley content.

The brewer hopes to persuade an extra million consumers to shop beer fixtures as a result of its marketing activity in 2009.

Coors said the Carling move was unconnected to Project Eve, its in-house programme to increase beer’s appeal to women, which has so far focused mainly on speciality brands such as Kasteel Cru.