Molson Coors redesigns Carling Zest range

Molson Coors, one of the UK’s biggest brewers, is launching a full brand redesign of its Carling Zest range. The new packaging will launch in the off-trade in May and aims to accentuate the product’s flavour profile to improve pack standout on shelf and make the aisle easier for shoppers to navigate.

The highly competitive low-ABV flavour category has experienced rapid expansion following the launch of new products and variants. By highlighting both the product and the flavour clearly on the shelf, the redesign dials up the flavour cues to distinguish the products flavour benefits, ensuring consumers can clearly identify the product.

Consumer research around the new design found that there was a 32% increase in customers describing the product as looking “refreshing” and importantly, a 33% rise in respondents who remembered seeing Carling Zest on the shelf*.

Jim Shearer, Carling brand director at Molson Coors, says: “In 2012 we were the first to market with the launch of Carling Zest and since then have continued to invest in the category by finding ways to fuse fruit flavours and beer styles to meet the evolving customer and consumer needs.

By redesigning Carling Zest, we hope to simplify the aisle for shoppers, making it easier for them to navigate the category in-store. The redesign reflects the modern image of the brand and we look forward to continuing to bring a fresh approach to the low-ABV market, which we believe is a thriving and innovative category.” 

Since its launch in 2012, Carling Zest has experienced unprecedented growth, occupying the position as the UK’s most popular low-ABV fruit flavoured beer, selling 18.2 million litres in three years**.

The packaging redesign was generated by Molson Coors’ in-house Graphics Studio.

* MCBC Zest Packaging Research, December, 2014
** Nielsen 52 w/e 3 January 2015

About Molson Coors Brewing Company
Molson Coors Brewing Company is one of the world’s largest brewers. The Company’s operating segments include Canada, the United States, Europe and Molson Coors International (MCI). The Company has a diverse portfolio of owned and partner brands, including signature brands Coors Light, Molson Canadian, Staropramen and Carling. Molson Coors is listed on the Dow Jones World Sustainability Index, the most recognised global benchmark of sustainability among global corporations. For more information on Molson Coors Brewing Company, visit the company’s web site, www.molsoncoors.com.

11 May 2015 - Felicity Murray The Drinks Report, editor