Carling Black Label Makes a Triumphant Return to UK Supermarkets
After a hiatus of nearly three decades, Carling Black Label is set to reappear on the shelves of UK supermarkets starting March 16. This iconic beer, which first debuted in 1952, was a staple throughout the 1970s, 1980s, and 1990s before disappearing from stores in 1997 when the 'Black Label' branding was discontinued.
Revamped Brew with Increased Strength
The returning Carling Black Label boasts a revamped formula, featuring an alcohol by volume (ABV) of 4.75%. This makes it 0.75 percentage points stronger than Carling Original, offering a fuller-flavoured lager experience tailored to modern beer drinkers' preferences.
Kevin Fawell, UK sales director at Molson Coors Beverage Company, expressed enthusiasm about the relaunch. He stated, "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." Fawell added that expanding the Carling lineup presents an exciting opportunity to engage both new and existing customers.
Nostalgia and Cultural Impact
Carling Black Label gained widespread popularity in the UK largely due to its memorable television advertising campaigns, most notably the "I bet he drinks Carling Black Label" slogan. These ads became a cultural touchstone, embedding the brand in the public consciousness during its peak years.
The beer's return is expected to evoke nostalgia among older consumers while introducing a classic name to a new generation of beer enthusiasts. This strategic move by Molson Coors aims to capitalise on the growing trend of retro and heritage brands in the beverage market.
Context and Industry Developments
This relaunch coincides with recent announcements regarding extended pub hours for the upcoming World Cup knockout rounds. Public houses will be permitted to stay open until 1-2am for matches involving home nations beyond the group stages, a decision praised by industry leaders.
Emma McClarkin, CEO of the British Beer and Pub Association, hailed the extended hours as "a win for pubs, jobs and community spirit," highlighting the broader context of support for the UK's hospitality sector. The return of Carling Black Label adds to this positive momentum, offering pubs and retailers another popular product to feature during high-demand periods.
As consumers anticipate the March 16 launch, the beer industry watches closely to see how this revived classic will perform in today's competitive supermarket landscape, blending heritage with contemporary brewing techniques.
