Molson Coors launches Carling Zest in 2.8% beer bracket
Molson Coors has launched a new low alcohol seasonal beer, designed to take advantage of the lower duty payable on beers at or below 2.8% ABV.
Carling Zest, which has a "light citrus flavour", is being billed as an alternative to rosé wines and ciders and is expected to be drunk at barbecues, pub-garden gatherings and on holidays.
The new beer will be backed by a £1.9m advertising campaign launching on 1 May.
Annette Middleton, Carling senior brand manager at Molson Coors, said: "With its clear, fresh taste and a twist of citrus, Carling Zest is a perfect beer to enjoy with friends in the sun."
"There will be no better drink to stock this summer. The limited edition beer has tested incredibly well with consumers who are drawn to Carling Zest's summery appeal."
Carling Zest will be available in single bottles in on-trade from 18 March. It will be available on draught across the on-trade from May until the end of its run in September.
By Neil Gerrard
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