Brewer Molson Coors launched the Made Local activity for the brand today (February 4).
There are two new adverts for the campaign – one telling the story of Carling's provenance and the skill and dedication of its Burton brewers, and the second featuring a LGBT+ run Sunday League football team in Wolverhampton.
There's also a cinema ad that focusses on people who are 'making it' in their hometown, including the tale of a group of cold-water surfers in Pease Bay in Scotland who make and surf on their own boards, and a band in Swansea who are fighting to keep the spirit of Welsh punk alive in the face of live music venue closures.
The company has also committed the brand to invest millions in community projects over the next three years, that "help local culture, community spirit and creative endeavour thrive up and down the country".
Brand director Miranda Osborne said: "At Carling, we're proud of the fact that Britain's number one beer is brewed by local people in the town of Burton upon Trent.
"Scratch beneath the surface and you'll find countless stories like ours – those of passionate, dedicated people making things happen in their hometowns. Uncovering some of these inspired us to create the Made Local Fund, our commitment to supporting new ideas and activities that will benefit communities and the people that underpin them."