Refresh to strengthen Carling across the lager category
LAGER brand Carling has unveiled a massive brand refresh across its entire portfolio marking its biggest revamp in over 30 years.
Following a significant investment into the brand to strengthen its appeal with consumers, the brand new look seeks to introduce a more striking design to the shelf to build consumer awareness and attract shoppers.
As part of the rebrand, Carling packs will feature a new badge to directly draw consumers’ eyes while also showcasing illustrations inspired by the Carling brewery in Burton upon Trent. The new badge first rolled out to the Carling Black Label variant which rolled into stores in March 2026.
Together with the launch of Carling Black Label, parent firm Molson Coors seeks to broaden the appeal for the lager brand across the UK’s off-trade while retaining the familiarity of the brand to ensure loyal fans are not disappointed with the new look.
Ryan McLaughlin, brand director for Carling at Molson Coors Beverage Company, said: “Core lager has an important role to play in the off-trade. Familiarity matters at the beer fixture, which is why we’ve retained the elements of Carling that people know andrecognise, including cues that reflect our brewing heritage, while giving the brand a bolder, more confident look.
“It’s a design that reflects what Carling has always stood for: bringing people together and being at the heart of shared occasions.
“Carling’s scale means it has a significant role to play in the lager category. Following the launch of Carling Black Label earlier this year, this refresh is another step in strengthening the wider Carling range and helping a new generation of shoppers see the brand as one for them, ensuring it remains one of the country’s most relevant and loved beer brands for years to come.
“For retailers, that means a well-known lager with greater visibility on shelf, backed by continued investment around key social occasions that drive footfall.”
