Carling Premier

Carling is relaunching and driving distribution of its Carling Premier premium lager to support its partnership with the Premier League.

The beer has an ABV of 4.7% and joins Original Lager, Citrus Twist, Apple Cider and Black Fruits Cider in the range.

Carling Premier is currently stocked by a number of convenience stores and pubs in areas where the brand still has a strong following, such as the Midlands and the north England.

Jim Shearer, Carling brand director at Molson Coors, said the company stopped supporting the brand when Carling ended its previous partnership with the Premier League in 2001, but the continued demand meant the company kept producing it.

"Not only does the relaunch tie in with our partnership with the Premier League, but it comes at a time when consumers are looking for something more premium," he added.

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Chris is the Retail Express features editor. He is using betterRetailing.com to help keep retailers up to date with the latest launches and promotions. He can be found out and about on @ChrisDillonRE, at chris.dillon@newtrade.co.uk and on 020 7689 3379.

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