As part of plans to revitalise Carling lager, brewer Molson Coors is investing heavily in on-trade activity around the brand’s sponsorship of the Premier League, including providing innovative fast-pour dispense systems from Bottoms Up.
Check out the Bottoms Up fast-pour dispense system in action:
Leveraging its assets as the headline sponsor of the football tournament, as well as its relationship with Sky Sports and the football heritage of Carling, the company hopes to make pubs the best place to watch the football.
“We’ve got these partnerships and so wanted to use those assets to improve and enhance the sports watching experience of the venues that sell our beer,” said brand director Jim Shearer.
As a result, the company has created a tiered support package which will see pubs gain accreditation as “Official Carling Premier League Pubs.”
About 1,200 pubs have already signed up and top tier venues can get the above dispense technology to create a fast lane for football fans wanting a beer, alongside Ultra HD TVs, and a system called DROVE to power a voucher redemption scheme.
The company also revealed a new look for Carling, as part of its move to energise the brand and the mainstream lager category.