Tim Palmer It will be a game of two halves for Carling this summer with football and music campaigns lined up to keep the brand in the limelight from May to September. Coors Brewers is shrugging off the price cutting rows of the winter, when Carling packs hit a new low in Sainsbury, and concentrating on boosting sales over the next six months. Sales director John Holberry said: "The performance of the brand has been stunning (22% up in volume in 2001, according to ACNielsen), but it has not grown because of price cutting. Sales are up because it is a great brand which is consistently supported." A major plank of the brewer's £35m commitment to the brand this year focuses on the high profile football competitions culminating in the World Cup. It has developed a new Game On multipack, supported by a £2m TV campaign in April and June designed to promote major TV football events as drinking occasions. Holberry said: "We know we need something that creates theatre instore to prompt people to purchase beer. Sales will grow around the World Cup because we know we can create some excitement around the occasion." In the second half of the summer Carling's focus will switch to music. The brewer has lined up a range of sponsorships including support for the Reading and Leeds music festivals which will keep the brand in front of its key consumers in July, August and September. {{DRINKS }}

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