Carling reveals major rebrand to remain relevant

01-Feb-2017 - Last updated on 02-Feb-2017 at 10:18 GMT

Rebrand: Carling is aiming to consolidate its position as the leading UK lager brand

Related tags Molson coors brewing company Carling

Beer giant Carling will roll out a hefty rebrand of its key lager and cider products in a bid to bolster its market position.

The behemoth's lager, cider, citrus twist and premier drinks will fall under the identity change, which will be rolled out this year.

Brand director Jim Shearer said the move was part of wider plans for Carling, including its sponsorship of Premier League football.

'Carling's position'

The decision was made to "consolidate Carling's position as the number one beer brand", he added.

"We are refreshing our visual identity, which fits in quite nicely with this brand in terms of its journey of staying relevant," Shearer continued.

Global design agency BrandOpus worked on the rebrand with Molson Coors. Founder and CEO Nir Wegryzn said: "It was important for us that the new identity be instantly recognisable as Carling, but enough of a visual shift to move the brand perception forward to reinforce its number one status.

"We organised the brand in a much more consistent way that would appeal to new consumers and loyal drinkers alike."

'Carling's values'

"The new identity is simple yet proud, reinforcing Carling’s values – genuine, dependable and unpretentious, cementing and driving our position as Britain’s original and best loved lager."

Carling's move is the latest in a line of similar activity by big beer brands to remain relevant, including Marston's £1m portfolio refresh, Charles Wells' Bombardier relaunch and Carlsberg's recent £15m revitalisation campaign.

Carlsberg's limited-edition packaging will see new 300ml bottles carry a new "abstract interpretation" of the 3.8% ABV lager's ingredients and will be available in the on-trade until September this year.