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Carling aims to put Zest into citrus beer with premium branding

By Ben Bouckley , 13-Mar-2012
Last updated the 13-Mar-2012 at 15:15 GMT

Carling says that the branding and packaging for its new limited edition citrus beer, Carling Zest, was desined to push its premium positioning as an alternative to other summer drinks such as cider.

London branding design agency Echo said that Molson Coors wanted a dramatic design that amplified the beer's refreshing qualities.

Annette Middleton, Carling senior brand manager at Molson Coors, said: ”The limited edition beer has tested incredibly well with consumers who are drawn to Carling Zest’s summery appeal.”

On sale in the UK until September 2012, Carling Zest will be supported by a £1.9m campaign covering TV, press, outdoor and digital advertising.