Carling has unveiled its biggest brand refresh in over 30 years, following significant investment to strengthen the beer's appeal with a new generation of drinkers while continuing to celebrate its heritage.
Rolling out from October 2026, the new look introduces a design intended to increase standout on shelf, give loyal Carling drinkers a renewed sense of pride in the brand and attract new shoppers.
New badge debuts on Carling Black Label
The new badge has already made its debut on Carling Black Label, the brand's first new lager launch in over a decade, which rolled into stores in March 2026 and is said to have already generated £4.5m in sales across the GB off-trade.
The design will now be extended across Carling's wider range over the coming months, creating a consistent look across cans and multipacks.
Football links and marketing support
The refreshed identity will be supported by Carling's strong links with football as the lager brand most closely associated with the sport among UK consumers.
Carling will continue to strengthen that connection this season as the Official Beer Partner of the Emirates FA Cup, alongside further marketing investment and a new above-the-line campaign platform planned for the year ahead, giving retailers more opportunities to tap into major football occasions.
Brand director comments on refresh
Ryan McLaughlin, brand director for Carling at Molson Coors Beverage Company, said: "Core lager has an important role to play in the off-trade."
"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."
"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. 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."
