Carling Premier returns

Coors is bringing back

Carling Premier after developing new technology to ensure it can deliver a lager with a lasting head.

Carling Premier was first introduced in 1994 and was positioned as the only 'smooth tasting' lager in the market with the advertising slogan 'In a world that's losing its head, a lager that doesn't'.

However, Coors admits that while the concept was a hit with consumers, its

success was limited because it struggled with technology. But it now believes that improvements in dispensing systems developed for extra cold beers means Carling Premier could make a successful return.

Customer marketing director Neale Lewis said: "Carling Premier was a beer ahead of its time, but we now think we have got the technology right. We have never stopped production and it has been available in a small number of outlets where it has a very loyal following."

He added that because it was smoother than other lagers and had a head it would appeal to a wide range of drinkers, including ale fans.

The beer will be branded as an Extra Cold product and will be sold on the brewer's Cold Beer Station font, which delivers beers at lower temperatures and already includes Grolsch and Coors Fine Light.

Worthington's is also being added to the Cold Beer Station in response to research by the brewer that showed 60%

of drinkers aged 18-44 enjoyed extra cold ales - half of whom said they would pay more for them.