Carling has unveiled its biggest brand refresh in 30 years following significant investment to strengthen the appeal of the popular beer with a new generation of drinkers while continuing to celebrate its heritage.
Rolling out from October 2026, the brand-new look introduces 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.
The refreshed logo balances a modern, more confident look with references to Carling's brewing heritage, including illustrations inspired by the Carling Brewery, the 100 per cent British barley used to brew the beer and Burton upon Trent, the historic brewing town where Molson Coors' UK business is based.
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 distinct, 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, and this refresh will help retailers capitalise on improved standout and drive volume growth.
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.
"Core lager has an important role to play in the off-trade,” said Ryan McLaughlin, Brand Director for Carling at Molson Coors Beverage Company. “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.”