How Britain's champion defeated an import armada - the rise and rise of Carling Black Label

John Carter

This paper describes planning's role in helping Carling Black Label retain its status in the UK lager market in face of increasing competition from foreign brands such as Fosters and Castelmaine XXXX.
Agency: WCRSAuthor: John Carter

How Britain's champion defeated an import armada - the rise and rise of Carling Black Label

 

ANCIENT HISTORY

Once upon a time, the 1970s and early 1980s to be precise, marketing standard-strength lager had been comparatively easy for the kingdom's brewers. The peasants and gentry had been drinking ever-larger bellies full of it ever since Bass introduced the first draught lager into England and Wales, Carling Black Label, in 1967. Seemingly, any of the following would keep the masses tipping back your lager in the ale-houses: a famous international brand name (Heineken),...

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