Carling Premier back on the bar for the on-trade
The beer is a 4.7% ABV lager, sold on draught and in cans with a nitrogen widget to produce a smooth effect.
The relaunch will be supported by new on-trade assets including a new T-bar design, a glass reskin and other PoS material, available from next month (May).
In conjunction with the beer's partnership with the football Premier League, the decision was taken to reintroduce Carling Premier with increased distribution.
Loyal following of drinkers
Carling brand director Jim Shearer outlined the reasons behind the relaunch and how it appeals to consumers.
He said: “It’s great to officially announce the relaunch of Carling Premier.
“The lager has always had a loyal following of drinkers, who have a latent love for the product and were eager for it to be available more widely, so we’re excited to be able to increase its presence in the UK."
Premier League partnership
Shearer added: “For us, relaunching Carling Premier now makes perfect sense. Not only does the launch tie in with our partnership with the Premier League, but also at a time where many consumers are looking for something more premium.
“It is the perfect complement for our Carling original lager, with the same taste and refreshment, but with a smoother mouth-feel and drinking experience.”
Carling announced plans to roll out a rebrand of its key lager and cider products in a bid to bolster its market position in February.
