Molson Coors has launched its new lager, Carling Chrome, an offshoot of the Carling brand, into the on-trade.
The move is part of Carling's £7.3m rebrand and has been pitched as a premium lager, at 4.8% abv.
The beer will be available in a clear 330ml bottle, sold in units of 24, with a recommended retail sales price of £2.95 per bottle.
Mike Read, brand director for Carling, commented: "With the launch of Carling Chrome into pubs, bars and clubs across the country, we're hoping to fill a gap in the market and give customers a light-tasting premium lager that both men and women can drink and enjoy.
"Our in-depth research into barriers to choosing beer on certain occasions has led to a product with a less bitter taste and just the right amount of carbonation bite to make it extremely refreshing. We are looking forward to building on the overwhelmingly positive feedback we've had from the on-trade and consumers alike for Carling Chrome."
By Neil Gerrard
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