Carling
Encyclopedia
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
, the United Kingdom
and South Africa
. In Sweden it is known as Carling Premier.
from the English county of Yorkshire
, took his family to eastern Canada
, settling at what is now the city of London, Ontario
. During his first year there Carling cleared a small area of land. He called on his neighbours, Richard Walden, 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 the neighbours asked in return was food and refreshment. Thomas Carling's refreshment, a home-brewed ale, was of such quality that soon he was brewing it for other stumping bees. It grew so popular that he abandoned farming for full-time brewing. The first Carling brewery was a modest affair – two kettles, a horse to turn the grinding mill and six men to work on the mash tubs. Carling was his own sales and shipping department. He started by selling his beer on the streets of London, Ontario from a wheelbarrow.
In 1840 Carling began a small brewing operation in London, Ontario, Canada, selling beer to soldiers at the local camp. By 1878, when his sons, John and William, built a new six-storey brewery in London, Carling was a household name in Canada. The new brewery was destroyed by a fire just a year after opening. Thomas Carling, shortly after helping to fight the fire, died of pneumonia.
His sons William-Beck and Johns-Isaac took over the company, naming it the W & J Carling Brewing Co. 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 one billion pints in the UK, breaking the previous record and strengthening its position as the best selling lager.
In 2007 they sold 2.3 billion pints in the UK, over six billion worldwide. During 2009 the sales reached a new record with 4.1 billion pints, and 11.6 billion pints worldwide. The estimated worldwide sales during 2010 was 17.6 billion pints, due to a new worldwide campaign planned for the year, starting early February. Despite this, the organisation lost its sponsorship deal with the Reading and Leeds festivals
, which had lasted between 1998 and 2007, resulting in lost revenue that would have been mostly made from pints sold at the events. Carling went on to lose its sponsorship deals with the UK's academy venues to O2, alongside losing the Hammersmith Apollo
to LiveNation.
Carling are the main sponsors of the Scottish national football team, and from 2010–2011 will be the sponsors of the Scottish Cup
. Carling are also the head sponsors of the Football League Cup
, currently called the Carling Cup.
The largest pub chain in the UK, J.D. Wetherspoons, decided in September 2009 not to sell Carling anymore. They have instead entered into a seven-year exclusive deal with the Danish brewery Carlsberg.
In Q1 2011 Carling returned to Wetherspoons' pubs as part of a larger expansion that saw Amstel, Heineken and Staropramen also added to the pumps. Since its return, Carling has been sold as a mid priced lager, with Carlsberg retaining the lucrative 'cheapest pint' price previously given to Carling.
well known throughout the former British Empire
, where it was known for its slogan "Hey Mabel, Black Label!" The most famous slogan for this product was, "I bet he drinks Carling Black Label!" which was a reworking of an unsold campaign for the UK Milk Marketing Board, "I bet he drinks Milk!" In several countries it is also known as Carling Black Label. However, in the UK it is now known as just 'Carling' - 'Black Label' was dropped in 1997 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. Another famous Afrikaans slogan for Black Label in South Africa is, "Black Label sê die bybel", which means The bible says one should drink Black Label.
shot one commercial in Iceland, starring actor Bryan Carney and actress Rebecca Godwin showing Carney 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 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 FA 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
. They currently sponsor Northern Ireland's IFA Premiership
.
Molson Coors Brewing Company
Molson Coors Brewing Company is a company that was created by the merger of two of North America's largest breweries: Molson of Canada, and Coors of the United States, on February 9, 2005...
. In South Africa
South Africa
The Republic of South Africa is a country in southern Africa. Located at the southern tip of Africa, it is divided into nine provinces, with of coastline on the Atlantic and Indian oceans...
it is distributed by SABMiller
SABMiller
SABMiller plc is a global brewing and bottling company headquartered in London, United Kingdom. It is the world's second-largest brewing company measured by revenues and is also a major bottler of Coca-Cola. Its brands include Grolsch, Miller Genuine Draft, Peroni Nastro Azzurro and Pilsner Urquell...
.
Carling Black Label
Black Label
Black Label is a Canadian brand of lager well-known throughout the former British Empire. In several countries it is also known as Carling Black Label, and in Sweden it is known as Carling Premier...
is the name of a brand of Canadian lager
Lager
Lager is a type of beer made from malted barley that is brewed and stored at low temperatures. There are many types of lager; pale lager is the most widely-consumed and commercially available style of beer in the world; Pilsner, Bock, Dortmunder Export and Märzen are all styles of lager...
in Australia
Australia
Australia , officially the Commonwealth of Australia, is a country in the Southern Hemisphere comprising the mainland of the Australian continent, the island of Tasmania, and numerous smaller islands in the Indian and Pacific Oceans. It is the world's sixth-largest country by total area...
, Canada
Canada
Canada is a North American country consisting of ten provinces and three territories. Located in the northern part of the continent, it extends from the Atlantic Ocean in the east to the Pacific Ocean in the west, and northward into the Arctic Ocean...
, Ireland
Republic of Ireland
Ireland , described as the Republic of Ireland , is a sovereign state in Europe occupying approximately five-sixths of the island of the same name. Its capital is Dublin. Ireland, which had a population of 4.58 million in 2011, is a constitutional republic governed as a parliamentary democracy,...
, the United Kingdom
United Kingdom
The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...
and South Africa
South Africa
The Republic of South Africa is a country in southern Africa. Located at the southern tip of Africa, it is divided into nine provinces, with of coastline on the Atlantic and Indian oceans...
. In Sweden it is known as Carling Premier.
History
The history of Carling dates back to 1818, when Thomas Carling, a farmerFarmer
A farmer is a person engaged in agriculture, who raises living organisms for food or raw materials, generally including livestock husbandry and growing crops, such as produce and grain...
from the English county of Yorkshire
Yorkshire
Yorkshire is a historic county of northern England and the largest in the United Kingdom. Because of its great size in comparison to other English counties, functions have been increasingly undertaken over time by its subdivisions, which have also been subject to periodic reform...
, took his family to eastern Canada
Eastern Canada
Eastern Canada is generally considered to be the region of Canada east of Manitoba, consisting of the following provinces:* New Brunswick* Newfoundland and Labrador* Nova Scotia* Ontario* Prince Edward Island* Quebec...
, settling at what is now the city of London, Ontario
London, Ontario
London is a city in Southwestern Ontario, Canada, situated along the Quebec City – Windsor Corridor. The city has a population of 352,395, and the metropolitan area has a population of 457,720, according to the 2006 Canadian census; the metro population in 2009 was estimated at 489,274. The city...
. During his first year there Carling cleared a small area of land. He called on his neighbours, Richard Walden, 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 the neighbours asked in return was food and refreshment. Thomas Carling's refreshment, a home-brewed ale, was of such quality that soon he was brewing it for other stumping bees. It grew so popular that he abandoned farming for full-time brewing. The first Carling brewery was a modest affair – two kettles, a horse to turn the grinding mill and six men to work on the mash tubs. Carling was his own sales and shipping department. He started by selling his beer on the streets of London, Ontario from a wheelbarrow.
In 1840 Carling began a small brewing operation in London, Ontario, Canada, selling beer to soldiers at the local camp. By 1878, when his sons, John and William, built a new six-storey brewery in London, Carling was a household name in Canada. The new brewery was destroyed by a fire just a year after opening. Thomas Carling, shortly after helping to fight the fire, died of pneumonia.
His sons William-Beck and Johns-Isaac took over the company, naming it the W & J Carling Brewing Co. John Carling
John Carling
Sir John Carling, PC, KCMG of the Carling Brewery was a prominent politician and businessman from London, Ontario, Canada...
died in 1911 and the company has changed hands numerous times since. It was acquired by Canadian Breweries Limited
Canadian Breweries Limited
Canadian Breweries Limited was an Ontario based holding company in the brewery industry. Originally named Brewing Corporation of Ontario, E. P. Taylor created the company in 1930 by merging Bradings Breweries Limited , and Capital Brewing of Ottawa and Kuntz Brewery of Waterloo, Ontario...
, which was eventually re-named Carling O'Keefe
Carling O'Keefe
Carling O'Keefe originated from Canadian Breweries Limited which was the first brewing conglomerate in Canada and is now owned by Molson Coors Brewing Company.-Carling 1840-1930:...
, which merged with Molson
Molson
Molson-Coors Canada Inc. is the Canadian division of the world's fifth-largest brewing company, the Molson Coors Brewing Company. It is the second oldest company in Canada after the Hudson's Bay Company. Molson's first brewery was located on the St...
, which then merged with Coors
Coors Brewing Company
The Coors Brewing Company is a regional division of the world's fifth-largest brewing company, the Canadian Molson Coors Brewing Company and is the third-largest brewer in the United States...
to form Molson Coors Brewing Company
Molson Coors Brewing Company
Molson Coors Brewing Company is a company that was created by the merger of two of North America's largest breweries: Molson of Canada, and Coors of the United States, on February 9, 2005...
.
In 1999 Carling achieved sales of one billion pints in the UK, breaking the previous record and strengthening its position as the best selling lager.
In 2007 they sold 2.3 billion pints in the UK, over six billion worldwide. During 2009 the sales reached a new record with 4.1 billion pints, and 11.6 billion pints worldwide. The estimated worldwide sales during 2010 was 17.6 billion pints, due to a new worldwide campaign planned for the year, starting early February. Despite this, the organisation lost its sponsorship deal with the Reading and Leeds festivals
Reading and Leeds Festivals
The Reading and Leeds Festivals are a pair of annual music festivals that take place in Reading and Leeds in England. The events take place simultaneously on the Friday, Saturday and Sunday of the August bank holiday weekend, sharing the same bill. The Reading Festival is held at Little John's Farm...
, which had lasted between 1998 and 2007, resulting in lost revenue that would have been mostly made from pints sold at the events. Carling went on to lose its sponsorship deals with the UK's academy venues to O2, alongside losing the Hammersmith Apollo
Hammersmith Apollo
Hammersmith Apollo is a major entertainment venue located in Hammersmith, London. Designed by Robert Cromie in Art Deco style, it opened in 1932 as the Gaumont Palace cinema, being re-named the Hammersmith Odeon in 1962...
to LiveNation.
Carling are the main sponsors of the Scottish national football team, and from 2010–2011 will be the sponsors of the Scottish Cup
Scottish Cup
The Scottish Football Association Challenge Cup,, commonly known as the Scottish Cup or the William Hill Scottish Cup for sponsorship purposes, is the main national cup competition in Scottish football. It is a knockout cup competition run by and named after the Scottish Football Association.The...
. Carling are also the head sponsors of the Football League Cup
Football League Cup
The Football League Cup, commonly known as the League Cup or, from current sponsorship, the Carling Cup, is an English association football competition. Like the FA Cup, it is played on a knockout basis...
, currently called the Carling Cup.
The largest pub chain in the UK, J.D. Wetherspoons, decided in September 2009 not to sell Carling anymore. They have instead entered into a seven-year exclusive deal with the Danish brewery Carlsberg.
In Q1 2011 Carling returned to Wetherspoons' pubs as part of a larger expansion that saw Amstel, Heineken and Staropramen also added to the pumps. Since its return, Carling has been sold as a mid priced lager, with Carlsberg retaining the lucrative 'cheapest pint' price previously given to Carling.
Brands
- Carling Black Label is a beer sold in Canada and South Africa, is the best selling beerBeerBeer is the world's most widely consumed andprobably oldest alcoholic beverage; it is the third most popular drink overall, after water and tea. It is produced by the brewing and fermentation of sugars, mainly derived from malted cereal grains, most commonly malted barley and malted wheat...
in South Africa; , 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 beerBeerBeer is the world's most widely consumed andprobably oldest alcoholic beverage; it is the third most popular drink overall, after water and tea. It is produced by the brewing and fermentation of sugars, mainly derived from malted cereal grains, most commonly malted barley and malted wheat...
in the United Kingdom with an alcohol content of 4.0%. - 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 LeagueFA Premier LeagueThe Premier League is an English professional league for association football clubs. At the top of the English football league system, it is the country's primary football competition. Contested by 20 clubs, it operates on a system of promotion and relegation with The Football League. The Premier...
in 1992. In cans it is sold with a nitrogen widgetWidget (beer)A widget is a device placed in a container of beer to manage the characteristics of the beer's head. The original widget was patented in Ireland by Guinness. The "floating widget" is found in cans of beer as a hollow plastic sphere, 3 cm in diameter with a small hole in one side...
, 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."
- Carling Black Label Supreme is an inexpensive, powerful 8% brew.
- Carling Black Label Big 10 is also cheap, yet an even stronger beer with a 10% alcohol content.
- Carling Chrome is a premium bottled lager, precision brewed for a lighter, less bitter taste at 4.8% abv.
Black Label
Black Label is a brand of beerBeer
Beer is the world's most widely consumed andprobably oldest alcoholic beverage; it is the third most popular drink overall, after water and tea. It is produced by the brewing and fermentation of sugars, mainly derived from malted cereal grains, most commonly malted barley and malted wheat...
well known throughout the former British Empire
British Empire
The British Empire comprised the dominions, colonies, protectorates, mandates and other territories ruled or administered by the United Kingdom. It originated with the overseas colonies and trading posts established by England in the late 16th and early 17th centuries. At its height, it was the...
, where it was known for its slogan "Hey Mabel, Black Label!" The most famous slogan for this product was, "I bet he drinks Carling Black Label!" which was a reworking of an unsold campaign for the UK Milk Marketing Board, "I bet he drinks Milk!" In several countries it is also known as Carling Black Label. However, in the UK it is now known as just 'Carling' - 'Black Label' was dropped in 1997 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. Another famous Afrikaans slogan for Black Label in South Africa is, "Black Label sê die bybel", which means The bible says one should drink Black Label.
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 WendersWim Wenders
Ernst Wilhelm "Wim" Wenders is a German film director, playwright, author, photographer and producer.-Early life:Wenders was born in Düsseldorf. He graduated from high school in Oberhausen in the Ruhr area. He then studied medicine and philosophy in Freiburg and Düsseldorf...
shot one commercial in Iceland, starring actor Bryan Carney and actress Rebecca Godwin showing Carney 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 were a major sponsor of live music in the UK, sponsoring the Academy Music Group
Academy Music Group
Academy Music Group is a leading owner-operator of music venues in the United Kingdom. They operate a number of medium sized venues, the majority of which took the name Carling Academy after their sponsor Carling. Some of these academies also contain smaller venues used for less well known acts...
venues (including Brixton Academy) but were replaced by O2.
Carling were the first sponsors of the FA Premier League
FA Premier League
The Premier League is an English professional league for association football clubs. At the top of the English football league system, it is the country's primary football competition. Contested by 20 clubs, it operates on a system of promotion and relegation with The Football League. The Premier...
. 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
Barclaycard
Barclaycard, part of Barclays Retail and Business Banking, is a global payment business. The Barclaycard was the first credit card introduced in the UK, coming into service in 1966. It enjoyed a monopoly until the introduction of the Access card in 1972....
. They currently sponsor Northern Ireland's IFA Premiership
IFA Premiership
The IFA Premiership – formerly the Irish Premier League, and before that the Irish Football League–and still known in popular parlance simply as the Irish League, is the national football league in Northern Ireland, and was historically the league for the whole of Ireland. Clubs in the league are...
.
External links
- Falstaff Brewing -- History of Carling (note this essay is written by a former Falstaff employee about Carling, but Carling was never owned by Falstaff)
- Partial essay on the History of Carling
- Museum London -- Carling
- Official Carling Lager website
- RateBeer - Molson
- RateBeer -South Africa
- British Carling television ads