Carling Black Label is a lager beer that originated in Canada. It was first brewed in the 1870s and became the company's flagship brand after its introduction in 1927. The beer typically has an alcohol content of around 5.5%.
History
Carling Brewing Company began brewing lager-style beers in the 1870s in response to changing consumer tastes. In 1927, the company renamed its Black & White Lager to Black Label as part of a corporate rebranding. Three years later, Carling was purchased by E. P. Taylor and merged into Canadian Breweries Limited, where Black Label became the flagship brand and was brewed on a mass international scale.
History
After the repeal of prohibition in 1933, the American rights to Carling's formulas were purchased by Peerless Motor Car Company. The first brewery in Cleveland, Ohio, initially struggled with sales of Red Cap Ale but found success with Black Label lager, which was positioned as a high-quality beer with a locally brewed price. The brand became available to GIs in Vietnam during the war.
History
In the United Kingdom, Black Label was introduced in 1952 and became Britain's best-selling beer in 1971, partly due to the "I bet he drinks" advertising campaign. The brand was Britain's best-selling draught beer between 1985 and 2024. In South Africa, Black Label gained popularity with the anti-apartheid movement, partly due to its higher alcohol content of 5.5% compared to other brands.
How it is served
Carling Black Label is served both on draught and in bottles and cans. In the UK, it was first available in bottles before being introduced to pubs on draught in 1965. The brand's popularity in South Africa was partly due to its higher alcohol content and cultural significance during the anti-apartheid movement.