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Molson Coors Brewing Company : Carling Launches New Glassware

04/04/2012 | 11:23am US/Eastern
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Stronger, more stylish and delivers the perfect pour

4th April 2012: Molson Coors is making new Carling glassware available to the on-trade from this week as part of its 're-ignite strategy' for the UK's best selling beer. The glassware, created by design agency Echo, reflects the major marketing campaign launched last year, which positions Carling as Refreshingly and Brilliantly British. Four million pint and half-pint glasses will be made available to pubs, bars and clubs across the UK.

Research undertaken by Molson Coors indicates that the glassware will be well received by consumers: three-quarters (77%) of drinkers said that they preferred the new glasses over the old, and nine out of ten (93%) said that the updated design fitted 'well' or 'very well' with Carling's brand image 1.

Jeremy Gibson, Carling Brand Director, explains why Molson Coors is investing in new glassware: "Delivering that perfect serve is an absolutely essential part of invigorating the beer category and the right glassware for our beers is crucial. It was important to us that we have a glass that reflects the sophisticated nature of the UK's bestselling lager, complementing the advertising currently on TV and ensured that, from the first sip until the last, it provided a great drinking experience."

In addition to reflecting the updated image of Carling, the new glassware produces a better serve. The glasses have increased nucleation to improve head performance, helping ensure that Carling lives up to its 'Brilliantly Refreshing' billing right to the bottom of the glass. The glass is also tougher, with thicker walls and higher impact strength to reduce breakages.

The glassware, which is available in pint and half-pint glasses, can be ordered by Carling on-trade stockists from this week.

-Ends-

Notes to Editors

Contact Details for further information

The Molson Coors corporate press office:
E: molsoncoorscorporateteam@redconsultancy.com
T: +44 (0)207 025 6680

About Molson Coors Brewing Company
Molson Coors Brewing Company is a leading global brewer delivering extraordinary brands that delight the world's beer drinkers. It brews, markets and sells a portfolio of leading premium brands such as Coors Light, Molson Canadian, Carling, Blue Moon, and Keystone Light across the Americas, Europe and Asia. It operates in Canada through Molson Coors Canada; in the U.S. through Miller Coors; and in the U.K. and Ireland through Molson Coors (UK & Ireland). For more information on Molson Coors Brewing Company and our portfolio of brands, visit the company's website, www.molsoncoors.com.

In the UK and Ireland, Molson Coors has over 2,000 employees and breweries in Burton on Trent, Tadcaster, Alton, as well as the Sharp's brewery in Rock, Cornwall. It has a market share of over 20% of the UK beer market. Our 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.

Respect for alcohol is one of the guiding principles of the organisation and that is why Molson Coors was one of the signatories to the Responsibility Deal and works with its customers to encourage people to enjoy its drinks responsibly through support for Best Bar None (run by the BII) and Community Alcohol Partnerships (run by the WSTA).


1Carling font and glassware research, SPA Future Thinking, July 2011.
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This press release was issued by Molson Coors Brewing Company and was initially posted at http://molsoncoors.com/en/News/United Kingdom/Brands/2012/April/04/Carling Launches New Glassware.as px . It was distributed, unedited and unaltered, by noodls on 2012-04-04 17:15:05 PM. The issuer is solely responsible for the accuracy of the information contained therein.

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