E-Malt.com News article: United Kingdom: Molson Coors launches Carling beer in bottles indicating the calorie content

Carling, one of UK’s leading beer brands, is launching a 99 calorie bottle to make it easier to understand the calorie content of beer, owner Molson Coors announced on May, 14.

The 300ml bottle contains the same great tasting Carling made with 100% British barley but makes clear to drinkers the calorie content of the beer with the 99 calorie labelling, the brewer posted on its official website.

The launch of the 99 calorie bottle comes after the brewer found that many people are unaware of the calorie content of beer, with over three quarters believing it to contain more calories than it actually does.

In reality, beer has a lower calorie count than many other alcoholic drinks, Molson Coors reminds.

Annette Middleton, Senior Marketing Manager for Carling, explains "We found that many women opt for a glass of wine rather than a beer because they believe it to be lower in calories. In light of this, the new 99 calorie bottle has been designed to clearly show the calorie content of a bottle of beer."

What’s more, to ensure your bottle of Carling is chilled to perfection, the label features a thermochromic indicator – so when the ‘99’ turns blue, you can be assured that the beer is at the perfect temperature to drink.

Available nationwide from June 2009, the Carling 99 Calorie Bottle will be sold at major supermarkets and off-licences, priced at £5.00 rrp for a pack of six.

Separately, Molson Coors announced it is sending out six million vouchers to consumers as part of plans to attract over one million people back into their local pub.

The brewer is incentivising consumers to revisit their local pub or club during May and June under Carling’s marketing programme to celebrate using 100 per cent British Barley.

Molson Coors is the only brewer in the UK to malt its own barley.

Special point of sale packs have been sent out to all outlets participating in the promotion, which will run until June 21.


20 May, 2009