The firm, owned by Molson Coors, has announced its intention to “honour the brand’s heritage” with the reintroduction of Black Label, simultaneously offering a fresh choice for “modern day drinkers.”
With an ABV of 4.7%, Carling Black Label is designed to complement Carling’s core offerings in the UK while serving as a premium alternative to its sister brands.
The brand’s revival will resonate with Carling drinkers who remember its presence in the UK until 1997, strengthening its identity in specific markets even today.
From March 16, Carling Black Label will be available nationwide across the off-trade sector in various pack formats: 4x568ml, 4x568ml, and 10x440ml.
“Carling has been loved by people for decades, bringing mates together for occasions that matter,” stated Ryan McLaughlin, the brand director for Carling.
“Now we’re taking the brand into the future, while honouring its heritage – giving drinkers an exciting new lager that celebrates the role Carling continues to play in British drinking culture.”
The launch will be bolstered by a comprehensive consumer marketing campaign, which will encompass PR, social media, and influencer-driven initiatives.
Having entered the UK market in 1952, the Canadian brewer has grown into one of the nation’s leading beers. Carling aims to leverage the nostalgic appeal of the product to capture a new segment of the market.
Kevin Fawell, UK sales director at Molson Coors Beverage Company remarked: “Carling Black Label is a full-flavoured lager designed for today’s beer market, and we’re confident it will resonate with both those who remember the name and those discovering it for the first time.”
“To be able to expand the Carling offering for our customers is a really exciting opportunity for us to reach new and existing Carling drinkers.”
