Agency: WCRS | Author: John Carter |
Carling: No Wonder It's No. 1
SUMMARY
Carling Black Label lager is not only the UK's biggest beer brand, it's arguably the UK's largest consumer brand. Today, with volumes over 2.2 million barrels annually, and retail sales of c.900 million, over 20 pints of Carling are drunk every second, on average, and the numbers are rising. But, in mid-1992, the brand was at a crossroads.
The beer market had gone into decline, and mainstream lager sales were suffering badly. Further, changes in the laws governing pub ownership had reduced tied distribution. With...