Rebrand of Caffrey's Irish Ale
Brewer Molson Coors is relaunching Caffrey's Irish Ale with a lower ABV and a collector card scheme to drive sales.
From 15 March the premium draught will be reduced from 4.2% ABV to 3.8% ABV.
On-trade sales will be supported with a "Buy three get a free one next time you're in" collector card scheme.
A new point of sale kit will be available to help promote the rebranding.
Caffrey's markets itself as "the taste of an ale, as smooth as a stout, cold as a lager".
It was the first creamflow ale brewed to be served at 4 to 6°C.
