Brand redesign for brewer

UK brewer Molson Coors is launching a full brand redesign of its Carling Zest range. The new packaging aims to accentuate the product’s flavour profile to improve pack standout on shelf and make the aisle easier for shoppers to navigate.

The highly competitive low-ABV flavour category has experienced rapid expansion following the launch of new products and variants. By highlighting both the product and the flavour clearly on the shelf, the redesign dials up the flavour cues to distinguish the products’ flavour benefits, ensuring consumers can clearly identify the product.

Consumer research around the new design found that there was a 32 per cent increase in customers describing the product as looking ‘refreshing’ and, importantly, a 33 per cent rise in respondents who remembered seeing Carling Zest on the shelf.

Jim Shearer, Carling brand director at Molson Coors, says, “In 2012 we were the first to market with the launch of Carling Zest and since then have continued to invest in the category by finding ways to fuse fruit flavours and beer styles to meet evolving customer and consumer needs.

“By redesigning Carling Zest, we hope to simplify the aisle for shoppers, making it easier for them to navigate the category in-store. The redesign reflects the modern image of the brand and we look forward to continuing to bring a fresh approach to the low-ABV market, which we believe is a thriving and innovative category.”

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