It looks like Molson is launching a multi-million rebranding exercise of its premium lager, Carling, using a new aluminum bottle design.
As I wrote in my previous post about the trend towards aluminum packaging among craft beer brewers, I believe it’s best to use a classic bottle shape to convey the image of an artisanal product. Unfortunately, most consumers still perceive beers packaged in cans as cheap products, notwithstanding the fact that many outstanding brewers use cans for their products.
To break from the mold, and to to succeed in rebranding, I really believe the classic bottle shape with neck is ideal and that the use of the aluminum bottle in particular can make a real statement.
The Carling bottle pictured here almost looks like one of the newer Johnnie Walker Black Label bottles.
Great move on the part of Molson.