Carling Premier is to be re-launched, following the brand's deal with the Premier League that was announced last year.

The nitrogenated 4.7 per cent ABV lager was originally launched in 1994 and sales peaked in the late 90s. It was relaunched in 2007 but support was subsequently scaled back.

For its latest incarnation it is to get a new look (in keeping with the new design for the main Carling brand), distribution push and marketing campaign from next month (May).

"For us, re-launching Carling Premier now makes perfect sense," explains carling brand director, Jim Shearer.

"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 great taste and refreshment, but with a smoother mouthfeel and drinking experience."

 

  • As part of plans to revitalise the Carling brand brewer Molson Coors is investing heavily in support for pubs, including offering some Carling Football pubs this innovative way to pour beer...