Molson Coors is launching a full brand redesign of its Carling Zest range.
The new packaging, which launches in the off-trade this month, aims to accentuate the product’s flavour profile to improve pack standout on shelf and make the aisle easier for shoppers to navigate.
The competitive low-ABV flavour category has experienced rapid expansion following the launch of new products and variants.
Consumer research on the new design has revealed a 32% increase in customers describing the product as looking “refreshing”, and a 33% rise in respondents who remembered seeing Carling Zest on the shelf.
Jim Shearer, Carling brand director at Molson Coors, said: “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 the 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.”