Growing the portfolio with a premium offer in the off-trade
DRINKS giant Molson Coors Beverage Company (MCBC) has expanded on its Carling range with the addition of its new Black Label lager.
Aiming to offer a more premium option from the brand in the off-trade, the new Carling Black Label provides shoppers with a 4.7% ABV lager made with 100% British barley that is cold-filtered to deliver a refreshing flavour experience.
The Black Label name will be instantly familiar to loyal Carling consumers as well – it was how the brand was known in the UK until the late 1990s and remains a core part of its identity across certain global markets to this day. Now, MCBC is bringing Black Label back as a distinct new product within its UK portfolio.
Carling Black Label will be available across the UK off-trade from 16 March nationwide in a four pack of 568ml (pint) cans as well as a 10 pack of 440ml cans. The launch will also be supported by a consumer marketing campaign which will feature PR, social and influencer content.
Ryan McLaughlin, brand director at Carling, said: “Carling has been loved by people for decades, bringing mates together for occasions that matter. 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.”
Kevin Fawell, UK sales director at MCBC, said: “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.”
