UK: Coors Brewers to launch “mid-strength” Carling C2

Coors Brewers denies its launch of the 2% alcohol by volume Carling C2 lager this month (September) is being driven by a desire to be seen as promoting ‘responsible drinking’, Checkout posted August 25.

The brewer believes there is a market in the off-trade for what it describes as a “mid-strength” lager that will be positioned around the same price as the 4.1% alcohol-by-volume Carling standard lager.

Marketing director Simon Davies said: “There is some change in consumer attitudes towards drinking and this is a product and a brand we feel has an opportunity to catch that mood.”

Carling C2, which has been on trial in draught form in around 500 pubs for almost a year, is being launched in the off-trade in 500ml can four-packs and is likely to be stocked in the major multiples from October onwards.

A £1.2 million national poster advertising campaign will be backing the product launch through until the end of October. Point of sale material will be available and the launch packs will carry a money back offer for consumers. Retailers are being advised to merchandise Carling C2 alongside the parent brand in-store.

Research for Coors Brewers indicated that take-home consumers looking to moderate their alcohol intake would often turn to soft drinks, tea and coffee. More than 40% of consumers interviewed said they found Carling C2 was a “refreshing alternative” to soft drinks.

Davies said technology advances meant the brewer could now produce a lower alcohol beer without compromising the flavour and taste.

06 September, 2006