Coors Brewers' is endeavouring to claw a bigger share of the declining ale market with a major revamp of its newly-acquired Worthington brand. It has changed the name to Worthington's, redesigned the packaging and is launching Worthington's Classic nationally in the on-trade after seven months in the take home market. The brand, which Coors bought in December from the former Carling Brewers operation, will also be supported by a new TV advertising campaign beginning next month, part of a £10m marketing package. The initiatives include ditching the white shield and dagger logo which has been associated with the brand for 140 years. In its place is a red heart-shaped shield and dagger which will be an integral part of the brand design. Both will tie in with the brand's new advertising theme Heart of our Nation'. Senior brand manager Scott Wilson said: "Worthington had 9% of the ale market in 2001, which was its highest ever volume share, but the sector is in decline. "Only 7% of 18-year-olds and 7% of 25-year-olds drink ale and people are not graduating into mainstream bitter. With Worthington Classic we are targeting older male bitter consumers." Worthington's key brand in the off-trade is Creamflow and the brand grew volume sales 25% last year (ACNielsen). It is to get new livery, while Classic will be rolled out in the take home market in May. The brewer is also changing the name of Worthington's Draught Bitter, its 3.6% abv cask ale offering for pubs, which becomes Worthington's Cask Ale. {{DRINKS }}