Coors Brewers has stepped up its commitment to the cask ale category with the expansion of its Worthington's brand.
Following-on from a recent Worthington's rebranding exercise and a foray into TV advertising, Coors has unveiled 1744 - a premium cask ale with an ABV of 4.4 per cent.
The latest addition to the Coors portfolio will be hoping to emulate a number of super regional brands, such as Abbot Ale, London Pride, Adnams, and Marston's Pedigree, showing growth in an on-trade cask ale market that is still in overall decline.
1744, brewed in Burton, will also fill a gap in the Coors stable left by the departure of draught Bass to Interbrew.
However, Coors insists that development of 1744 was underway prior to the split-up of Bass Brewers.
Scott Wilson, Worthington's brand director said: "Accounting for one in four pints of ale, and with share increasing between 2001 and 2002, there is growing evidence that cask-ale is re-emerging.
"As the heart of British brewing, it is only right that Burton's oldest brewer should boast a flagship cask ale which is true to Worthington's brewing origins."
The launch of Worthington's 1744, named after the date William Worthington started brewing, will be accompanied by an eye-catching gold coloured pump clip and an "Asketh at the Bar" promotional campaign.
Worthington's is also set to return to TV screens over the Christmas period with an eight week burst that will feature extended coverage of Worthington's 1744 as well as the parent brand.
Coors is also looking to cement its position in the lager market with the introduction of a new bottle design for Carling. According to Coors, the new straw amber coloured bottle, available in 275ml and 330ml, is easier to grip and will be in-outlet from the end of September.