Coors is looking to strengthen its hand in the lager sector this summer with the roll-out of a colder version of its flagship Carling brand.
"Carling Extra Cold" will be dispensed from the same keg as Carling, but at a temperature of two degrees Celsius, and is designed to tap into the growing consumer demand for extra cold drinks in the pub.
Although the new cool blue coloured font will sit alongside Carling on the bar, Mark Hunter, marketing and international development director, doesn't believe Extra Cold will steal customers from the parent brand.
"Carling has never stood still in the marketplace, and through Carling Extra Cold creates innovation within the mainstream lager category, challenging the sector to offer consumers more choice. Extra cold is not designed to compete with Carling but to extend the brand range to meet consumer demand, develop the category and build incremental sales for retailers."
The launch of Carling Extra Cold, earmarked for mid-June, will benefit from a £35m marketing investment in the Carling brand and will also be accompanied by extensive POS.