Tradeteam lorries will get beer message on the road for Coor

A new fleet of Tradeteam malt lorries have been specially designed by Coors Brewers to promote the naturalness of beer.

The six eye-catching vehicles will hit the road this month after making their debut at the Royal Show at Stoneleigh in Warwickshire last week as part of the event's Grain Chain exhibition.

Coors Brewers' external communications manager Paul Hegarty said the aim was to change people's perception of beer.

"People tend to view beer as a product made from chemicals', but we want to make them more aware of the natural ingredients used ­ malt and hops."

Coors is already heavily involved in promoting its beers through its Beer Natur-ally campaign which aims to grow the category by promot-ing its image of quality and tradition.

Introduction of the new malt lorries is an extension of the campaign, with the bonus of promoting the quality message across all parts of the country.

"The lorries portray a colourful and distinctive message which will literally be driven the length and breadth of the UK," Hegarty added.

"Coors is passionate about portraying beer as a natural product and promoting beer as a drink which can be enjoyed in moderate proportions.

"There are an enormous variation of beer flavours and styles which we want to persuade more people to discover.

"Brewing is an important part of the UK economy and we want to persuade the Government to treat beer with the same reverence as the French treat wine."

Coors' four leading beer brands, Carling, Worthington's, Grolsch and Caffrey's, are all prominently displayed on the vehicles through the pint branded glasses accompanying an illustration of barley fields.