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Carling

Carling



For other uses, see Carling (disambiguation).
Carling Black label
Carlingbrew.jpg
Owner(s) CanadaMolson Coors Brewing Company
Year opened 1840
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Carling brands are currently owned by the Molson Coors Brewing Company. In South Africa it is distributed by SABMiller.

Carling Black Label is the name of a brand of Canadian lager in Australia, Canada, Ireland, Great Britain and South Africa. In Sweden it is known as Carling Premier.

Contents

History

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The history of Carling dates back to 1818. When Thomas Carling, a farmer in the English county of Yorkshire, took his family to the rich farmlands of eastern Canada, settling at what is now the city of London, Ontario. During his first year there Tom Carling cleared a small area. Then, in accordance with the custom of the day, he called on his neighbours to help at a "stumping bee", a cooperative effort in which each man brought his own oxen and tools and the land was cleared of tree stumps. All that these helpful neighbours asked was that they be refreshed and fed. Thomas Carling's refreshment, a home-brewed ale, was of such quality that soon he was brewing it for other stumping bees. In time, it grew so popular that he abandoned farming for full-time brewing. The first Carling brewery was a modest affair - a couple of kettles, a horse to turn the grinding mill and six strong men to work on the mash tubs. Carling was his own sales and shipping department. He started by trundling his wares through the streets of London, Ontario, Canada on a wheelbarrow. This was the humble beginning of what was to become a worldwide brewing organization. Tom Carling established the brewing company that bears his name in London, Canada in 1840.

In 1840 Thomas Carling began a small brewing operation in London, Ontario, Canada selling beer to soldiers at the local military camp. By 1878, when his sons, John and William, built a new six-story brewery in London, Carling was a national name in Canada. The new brewery was destroyed by a fire just a year after opening. Thomas Carling, after fighting the fire and losing the battle, died of pneumonia shortly after the fire.

When he died, his sons William and John took over, naming it the W & J Carling Brewing Co. Sir John Carling died in 1911 and the company has changed hands numerous times since. It was acquired by Canadian Breweries Limited which was eventually re-named Carling O'Keefe, which merged with Molson, which then merged with Coors to form Molson Coors Brewing Company.

In 1999 Carling achieved sales of 1 billion pints in the UK, breaking the previous record and strengthening its position as the No.1 selling lager. In 2007 they sold 2.3 billion pints in the UK, over 6 billion worldwide. During 2009 the sales reached a new record with 4.1 billion pints, and an amazing 11.6 billion pints worldwide! And the estimated worldwide sales during 2010 is 17.6 billion pints due to a new massive worldwide campaign they are planning for the year, starting early February. Despite this the organisation lost its sponsorship deal with the Reading and Leeds festivals, which lasted between 1998–2007, resulting in a lot of lost revenue that would have been mostly made from pints sold at the event, including sponsorship royalites. This was further damaged when Carling went on to lose its sponsorship deals with the UK's academy venues to O2, alongside losing the Hammersmith Apollo to LiveNation. This is expected to have a massive negative impact on the company due to the beer no longer being sold at the venues it once was contracted with.

Carling are the main sponsors of Scottish football teams Celtic and Rangers. Carling are also the head sponsors of the Football League Cup now called the Carling Cup.

One of the largest pub chains in the UK, Wetherspoons, decided in September 2009 not to supply Carling anymore. Their reasoning is widely thought to motivated by price, and they have instead entered into a seven year exclusive deal with the Danish brewery Carlsberg.

Brands

  • Carling Black Label is a beer sold in Canada and South Africa, is the best selling beer in South Africa;[citation needed] , with an alcohol content of 5% in Canada and 5.5% in South Africa.
  • Carling, formerly known as Carling Black Label in the United Kingdom, is the best selling beer in the United Kingdom[citation needed] with an alcohol content of 4.1%.
  • Carling Black Label Ice, commonly referred to as just simply "Black Ice", is a strong, low-priced ice beer sold in Canada with an alcohol content of 6.1%; sold as Molson Ice in the United States using a variation of the Black Label Ice label & logo.
  • Carling Lager is a no-preservatives lager sold in Canada; not to be confused with Carling (Black Label)
  • Carling Ice is an ice brewed product from the Carling line
  • Carling Light is a lighter variation of Carling Lager
  • Carling Premier is a strong cream-flow premium lager with an alcohol content of 4.7%, introduced to celebrate Carling's sponsorship of the FA Premier League in 1992. In cans it is sold with a nitrogen widget, similar to those used in some canned ales. Unlike most lagers, Premier needs time to settle.
  • Carling Extra Cold is a colder version chilled to 2°C, was launched in 2002, and is available in British pubs.
  • C2 is the low-alcohol version of Carling, with a 2% volume. It has been tagged, "The swift-one-at-lunch pint."[citation needed]
  • Carling Black Label Supreme is an inexpensive, powerful 8% brew.
  • Carling Black Label Big 10 is also inexpensive, yet an even stronger beer with a 10% alcohol content.

Black Label

Black Label is a brand of beer well known throughout the former British Empire, where it is best known for its slogan "Hey Mabel, Black Label!" The most famous slogan for this product was, "I bet he drinks Carling Black Label!" In several countries it is also known as Carling Black Label. However, in the UK it is now known as just 'Carling' - they dropped the 'Black Label' in 2000 in response to public demands for a snappier call at the bar (according to the company). Black Label has the slang/street name of Zamalek in South Africa, because it is considered a strong beer.

Other brand history

WCRS also created hugely successful television and cinema adverts for Carling Premier. Carling Premier adverts were renowned for their unusual cinematography and stylish soundtracks. Cult film director Wim Wenders shot one commercial in Iceland, starring actor James Buller and actress Rebecca Godwin showing Buller riding a bicycle on a highwire over a waterfall. This advertising campaign alone cost in excess of £1 million. All Carling Premier adverts were large budget and designed to promote the premium nature of the brand.

Carling is currently the main sponsor of Rangers F.C and Celtic F.C in an attempt to make the brand more popular in Scotland. Scotland is the only region in the UK where Carling is not the top selling Lager currently outsold by Tennent's Lager[citation needed]. They are also the main title sponsor of the Football League Cup, and were former sponsors of the Premier League.

Carling were a major sponsor of live music in the UK, sponsoring the Academy Music Group venues (including Brixton Academy) but were replaced by O2.

Carling were the first sponsors of the English Premier League. They began their sponsorship in 1993, one year after the league's creation, and continued until 2001 when they ended their backing and were replaced by Barclaycard.

See also

References

External links

Retrieved from "http://en.wikipedia.org/wiki/Carling"