CARLING has unveiled a new pack design as part of what it says is its biggest brand refresh in the past 30 years.
Rolling out from this month, the new look is said to introduce a more ‘striking’ design to increase standout on shelf, give loyal Carling drinkers a renewed sense of pride in the brand, and attract new shoppers.
Carling explained that the refreshed logo balances a ‘modern, more confident’ look with references to its brewing heritage – including illustrations inspired by the Carling Brewery, the 100% British barley used to brew the beer and Burton upon Trent.
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 has already generated £4.5 million 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.
Together with the launch of Carling Black Label and recent changes to Carling, the new identity forms part of a wider evolution of the brand, designed to broaden its appeal while retaining the familiarity that has made it a fixture of the UK beer category.
Consumer testing showed the new branding resonated strongly with both existing Carling drinkers and those less familiar with the brand – the latter rating the identity as relevant and highly distinctive on shelf. Visibility is a key factor influencing choice in core lager.
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.”
