Carling has unveiled its biggest brand refresh in the past 30 years and is aiming to celebrate its heritage while also appeal to “a new generation of drinkers”.

The revamp includes a refreshed logo that is designed to balance a “modern, more confident look” with references to Carling’s brewing heritage.

These include illustrations inspired by the Carling Brewery, the 100% British barley used to brew the beer and Burton upon Trent, which is the historic brewing town where Molson Coors’ UK business is based.

A new badge has already made its debut on Carling Black Label earlier this year, which was the brand’s first new lager launch in over a decade.

This design will now be extended across Carling’s wider range over the coming months, creating a “distinct, consistent look” across cans and multipacks.

Ryan McLaughlin, brand director for Carling at Molson Coors Beverage Company, said: “Core lager has an important role to play in the off-trade.

“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.”

He added: “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.”