Molson Coors Beverage Co has given Carling what it claims to be the “biggest brand refresh” in three decades.
Following a “significant” – albeit an unspecified – investment, the new packaging will be rolled out in the UK this month. Molson Coors hopes the changes will help Carling “stand out on shelf” and “attract new shoppers”.
The brand refresh includes a new logo and “forms part of a wider evolution of the brand, designed to broaden its appeal while retaining the familiarity that has made it a fixture of the UK beer category”, Molson Coors said. This includes the revival in March of the brand’s original name with the launch of Carling Black Label. In its first seven months, the SKU has generated GBP4.5m (US$6m) in sales in the UK off-premise, the brand owner said today (27 October).
“Core lager has an important role to play in the off-trade,” said Carling’s brand director, Ryan McLaughlin. “Familiarity matters at the beer fixture, which is why we’ve retained the elements of Carling that people know and recognise, including cues that reflect our brewing heritage, while giving the brand a bolder, more confident look.
“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.”
Fellow UK brewer Timothy Taylor’s also unveiled a “major” appearance update for its namesake brand’s portfolio earlier this year. The new look, which the company said at the time was Timothy Taylor’s “first major brand refresh in more than a decade”, included an updated logo, pump clips, glassware and bottles.
