Drinks International - The global choice for drinks buyers
Home
Menu
Carling re-launches Premier League lager
Published:  20 April, 2017

Molson Coors-owned Carling has re-launched Carling Premier, its premium lager which will be available across both the on and off-trade markets in the UK.

The lager beer will be available from May 2017 and brand director Jim Shearer has linked the re-launch of Carling Premium with the English football Premier League.

“For us, re-launching 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.”

Carling announced the new Premiership agreement earlier this year and the deal will last three seasons until 2018/19.

Shearer added: “This exciting partnership will allow Carling to simultaneously champion pubs and bars via access to the nation’s favourite sport, whilst supporting growth within the off-trade by providing shoppers access to a range of brilliant Premier League assets.

“Together with our large network of pubs and retailers, we’ll be finding ways to use our unique access to the Premier League."

Carling Premier is a 4.7% ABV lager which was taken off the market after the brand ended its sponsorship deal with the Premier League in 2001, which has now been reinstated.

Shearer continued: “It’s great to officially announce the re-launch of Carling Premier, we’re excited to be able to increase its presence in the UK.”