Carling Zest runs taste-led experiential
Friday July 11, 2014 at 3:56pm
Molson Coors’ Carling Zest range will be at the centre of a huge taste-led experiential campaign around the UK this summer, being sampled by 60,000 consumers nationwide. In July and August, the new taste-driven experiential roadshow will entice consumers to ‘Discover a different kind of Carling,’ with variants Carling Zest Citrus and Carling Zest Red Berries available to consumers. Experiential experts Sense, which worked with Molson Coors extensively in 2013, is again the brewer’s chosen agency, and will be co-ordinating the roadshow which visits 17 towns and cities over 40 sampling days. The tour centres around 2 Mitsubishi trucks each featuring a giant Zest bottle set in a bed of ice. Weekdays include sip sampling in city centres and drops of full bottles and branded goodies to selected offices. Weekends will see activity in car parks at Tesco and Sainsbury’s stores and around a number of local events across Britain. Since the launch of Carling Zest in 2012, a range of variants have been available in the off-trade, including Winter Berries, A Hint of Ginger and most recently, Red Berries. Following huge popular demand from retailers and their customers, Carling Zest Citrus has become a permanent listing in the off-trade Jim Shearer, Carling brand director at Molson Coors, says: “With consumer tastes constantly changing and flavoured products continuing to grow in demand, the launch and subsequent expansion of our Carling Zest range demonstrates our dedication to innovating in this market.” Molson Coors Brewing Company is one of the world’s largest brewers, with a diverse portfolio of owned and partner brands, including signature brands Coors Light, Molson Canadian, Staropramen and Carling. Molson Coors has a market share of around 20% of the UK beer market. Its UK portfolio includes Carling, the UK's best-selling lager for three decades, Coors Light, Grolsch, Worthington's, Caffrey's, Cobra, Corona, Doom Bar, Singha and a range of speciality beers.