Molson Coors (UK & Ireland) has unveiled a new look for three of its core brands, Carling, Coors Light and Caffrey’s which are now be available in aluminium bottles.
With the beer industry under pressure, the launch of the aluminium bottle aims to inject fresh excitement into the category, offering consumers a new drinking experience and an updated look. For retailers, there will be a package of support that will help to drive footfall and trial.
Jeremy Gibson, Director of Innovation at Molson Coors (UK & Ireland) comments: “Beer is losing volume in both the on- and off-trade, we’ve recognised an opportunity to protect everyday lager from decline and move towards growth through differentiation, innovation and constant improvement in both our products and their packaging.
“The consumer response to the aluminium bottles has been overwhelmingly positive. Consumers told us that the new packaging offers a better drinking experience by making the beer cold and refreshing and flowing better than a glass bottle and is a perfect size. The bottles’ stylish look will create excellent standout and huge consumer interest, helping our customers to sell more.”
The light, non-glass format not only offers a safer option for drinkers and customers where glass might not be appropriate, but also Molson Coors has worked with Carbon Trust, the UK’s leading authority on cutting carbon emissions, to understand the carbon footprint across the whole life cycle of the product. The aluminium bottle is 100% recyclable and the study has identified opportunities to reduce the carbon footprint of the product and highlighted the areas in which the aluminium bottle showed benefits in terms of its carbon impacts.
The Aluminium bottle is light weight (with the 450ml bottle weighing just 50g, verses a 330ml glass bottle weighing 250g), and even when filled with Carling the aluminium bottle is lighter than a glass equivalent. This means a benefit of reduced load weight for a full load versus heavier packaging materials, resulting in a reduction in carbon emissions from delivery trucks.
Molson Coors is proactively engaging with its customers to maximise the recycling of the aluminium bottles through existing well established routes as this saves up to 95% of the energy needed to make aluminium from its raw materials. This will both reduce the overall carbon footprint of the product and increase the availability of recycled aluminium for use in the future in new products including, potentially, aluminium bottles.
Starting this week, the new bottles will be available in the following outlets:
Asda, Tesco, OneStop, Morrisons, Sainsbury’s Local, Lifestyle Express (Landmark), Keystore (Todays), Day-today (United Wholesale Scotland), Nisa, Bestone (Bestways), Londis, Martin Mccoll, Esso, Costcutter, Budgens, Yates (Stonegate), Independent On Trade outlets in London and Scotland.
ENDS
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 North America, Europe and Asia. It operates in Canada through Molson Coors Canada; in the U.S. through MillerCoors; 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, Molson Coors has over 2,000 employees and breweries in Burton on Trent, Alton and Tadcaster. 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, Corona, Cobra and a range of speciality beers.
Contact details for further information
For further information contact the Molson Coors Corporate Press Office on 01283 511000 or email molsoncoorscorporateteam@redconsultancy.com