The Molson Coors-owned firm has said that it intends to “honour the brand’s heritage” with Black Label’s return, whilst also delivering a new option for “modern day drinkers”.
Sold at 4.7% ABV, Carling Black Label will serve to complement Carling’s core UK range and will be positioned as a premium alternative to its sister beers.
The new offering will no doubt be very familiar to Carling drinkers of a certain vintage as that was how the brand was known in the UK until 1997, and remains part of its identity in certain markets to this day.
Carling Black Label will be made available across the off-trade sector nationwide from 16 March, in 4x568ml, 4x568ml and 10x440ml pack formats.
“Carling has been loved by people for decades, bringing mates together for occasions that matter,” said Ryan Mclaughlin, 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 is set to be supported by a wide-ranging consumer marketing campaign spanning PR, social media and influencer media activity.
Having first entered the UK market in 1952, the Canadian brewer has grown to become one of the nation’s most popular beers – and Carling will no doubt be hoping to tap into the retro, nostalgia aspect of the product to carve out a new slice of the sector.
Kevin Fawell, UK sales director at Molson Coors Beverage Company added: “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.”
