Molson makes switch to aluminium bottles

Brewer Molson Coors is set to make a switch from glass bottles to aluminium bottles for three of its biggest beer brands.

The packaging format switch is at the heart of a £7.3 million rebrand of Carling but Molson is also moving Coors Light and Caffrey’s into aluminium bottles.

French group Boxal is producing the aluminium bottles while Echo Brand Design has created the new packaging design for Carling.

Mark Hunter, chief executive, Molson Coors (UK & Ireland), believes the move will help reinvigorate the beer category.

This is part of a strategy to help Carling, the UK’s best selling lager for more than three decades, become a two billion pint brand.

“Consumers have become disengaged by the beer category as they perceive it as dull and lacking excitement,” says Hunter. “The industry is under great strain, but if beer can meet consumers’ needs and become more relevant it will help stimulate growth again. Molson Coors has an extraordinary and growing portfolio of beers and we continue to invest in order to improve brand health and generate excitement in the category.”

The rebrand follows five years of industry research and consumer insight and will also see the launch of a new premium lager, Carling Chrome, that will be sold in a glass bottle.

Carling Chrome will launch into the UK market across the on- and off- trade from late August 2011.

Chris McDonough, marketing director, Molson Coors (UK & Ireland), added: “Although Carling remains the UK’s number one beer brand, it has been increasingly losing ground over recent years. Our aim is to bring it back to being a confident and proud category leader, through a new brand positioning for Carling and the launch of Carling Chrome. The Carling rebrand will be delivered according to a five point plan, which will include new communications, a new premium visual identity, innovative new packaging, innovative new products and a long term vision and strategy.”

In a statement, the company described the aluminium bottle format as “engaging, new and differentiated”. The company claim that the bottle will create “a smooth drinking experience, cold sensation, a stylish look and environmental benefits”.

The relaunch and aluminium bottle format will be supported by a television advertising campaign that is due to hit screens in September.

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