Carling has unveiled its biggest brand refresh in 30 years, aiming to ‘strengthen the appeal of the iconic beer’ with a new generation of drinkers.
Brand owners Molson Coors Beverage Company said that the new look is intended to increase standout on the bar, while giving loyal Carling drinkers a ‘renewed sense of pride’ in the brand.
Over the coming months, Carling’s new identity will be visible ‘across millions of consumer touchpoints’, with venues starting to receive updated glassware, badges, bar runners, pump clips and other point-of-sale materials to grab the attention of their guests.
The refreshed logo is said to balance a ‘modern, more confident look with references to Carling’s brewing heritage’, including illustrations inspired by the Carling Brewery, the British barley used to brew the beer and Burton upon Trent, the brewing town where Molson Coors’ UK business is based.
Consumer testing has suggested that the new branding resonates strongly with both existing Carling drinkers and those less familiar with the brand – the latter rating the identity as ‘highly distinctive’ at the bar.
Molson Coors noted that visibility is a key factor influencing choice in core lager, and with the category accounting for 1 in 3 pints sold in the on-trade, the Carling brand refresh gave operators the opportunity to capitalise on improved standout and drive volume growth.
The refreshed identity will be particularly evident via the brand’s strong links with football. Carling will continue to strengthen that connection this season as the Official Beer Partner of the Emirates FA Cup, alongside further marketing investment planned for the year ahead.
Ryan McLaughlin, brand director for Carling at Molson Coors Beverage Company, said: “Familiarity matters at the bar, 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.
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,” said McLaughlin.
“This refresh is about making the brand more distinctive when people are deciding what to drink, while helping a new generation see Carling as a brand for them, ensuring it remains one of the country’s most relevant and loved beer brands for years to come.
“For operators, that means a familiar lager with strong consumer recognition, backed by continued investment around the occasions that drive people into pubs and bars.”
