Caffrey’s is “Redefining Smooth” in £1 Million Advertising Campaign

Molson Coors unveils significant rebrand and repositioning for iconic Irish ale

Molson Coors (UK & Ireland) has unveiled its first major advertising campaign in several years for Caffrey’s. The £1 million campaign aims to reposition the Irish ale, refreshing its image to recruit a lost generation of smooth ale drinkers, under the tagline “Redefining Smooth”.

The print ads were created by VCCP Blue and build on the concept of redefining traditional ideas with a modern and stylish approach. The press and magazine campaign, running throughout April and May in titles such as The Times, The Sun, GQ, NME and Esquire, is supported by a poster campaign in the North West. It is anticipated to reach over 77% of Caffrey’s target market of a younger generation at least five times.

The adverts support a redesign of Caffrey’s which has taken place over the last six months, including new packaging, rebranded pump clips and new glassware in the on-trade. The new glassware and pump branding has resulted in a 7% uplift in sales. Caffrey’s was also launched in an aluminium bottle format in October last year.

Duncan Emmerson, Senior Brand Manager, Molson Coors (UK & Ireland) says: “Caffrey’s has a place in many consumers’ eyes as an iconic, Irish ale. With this rebrand and new advertising campaign, we’re hoping to attract a lost generation of smooth ale drinkers, with an innovative, refreshingly smooth, premium product.” 

In addition to the print ads, a Spotify digital exclusive will offer listeners the opportunity to vote online for their favourite ‘redefined classics’ – the best covers of classic songs. The Spotify campaign will include four radio shows throughout May and June, which will celebrate listeners’ favourite redefined classics. 

The advertising campaign follows a strong sales performance for Caffrey’s, which has outperformed the overall ale market by over 8% in 20121.


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About Molson Coors Brewing Company

Molson Coors Brewing Company is a leading global brewer delivering extraordinary brands that delight the world’s beer drinkers. It brews, markets and sells a portfolio of leading premium brands such as Coors Light, Molson Canadian, Carling, Blue Moon, and Keystone Light across the Americas, Europe and Asia. It operates in Canada through Molson Coors Canada; in the U.S. through Miller Coors; and in the U.K. and Ireland through Molson Coors (UK & Ireland). For more information on Molson Coors Brewing Company and our portfolio of brands, visit the company's website,

In the UK and Ireland, Molson Coors has over 2,000 employees and breweries in Burton on Trent, Tadcaster, Alton, as well as the Sharp’s brewery in Rock, Cornwall. It has a market share of over 20% of the UK beer market. Our portfolio includes Carling, the UK's best selling lager for three decades, Coors Light, Grolsch, Worthington's, Caffrey's, Cobra, Corona, Doom Bar, Singha and a range of speciality beers.

Respect for alcohol is one of the guiding principles of the organisation and that is why Molson Coors was one of the signatories to the Responsibility Deal and works with its customers to encourage people to enjoy its drinks responsibly through support for Best Bar None (run by the BII) and Community Alcohol Partnerships (run by the WSTA).

Contact details for further information

For further information contact the Molson Coors Corporate Press Office on 01283 511000 or email




1Internal Sales YTD March 2012 vs Combined Neilsen and CGA data YTD March 2012 (Caffrey’s sales have grown by 5% volume YTD vs an average 3% decline in volume for the ale market).