Coors Brewers has promised a number of innovations through its Carling brand in 2008 to help drive sales in the flagging standard lager sector.
The beer sector is currently facing an uphill struggle, with sales at their lowest point since the Great Depression of the 1930s, according to figures released by the British Beer & Pub Association.
However, David Wigham, who is portfolio activation director at the Burton-based brewer said Carling, which is the UK's number one selling standard lager, would be leading the way in terms of investment in a bid to re-invigorate the sector.
"Carling will drive category growth in 2008 through a range of on and off-trade innovations, maintaining excitement within the category for drinkers," he said.
"In addition to our continued investment in point-of-sale, we will focus on our beer quality programmes and in delivering engaging communication to consumers."
He was speaking as Coors announced a £14m new advertising campaign for Carling.
The TV and cinema advertising that broke in late November will be supported by a nationwide poster campaign that commences this month.
Under the strapline, 'You Know Who Your Mates Are', the commercials introduce a group of five friends in lots of different scenarios. 'Space' opens in a far distant galaxy in the future as our intrepid bunch travel to the ends of the solar system in search of a good night out. 'Explorer' sees them leading a British Polar expedition in the 19th century.
Coors, like other national brewers, will hope such investment will pay dividends going into 2008, a year when beer prices are predicted to rise sharply.