name = Carling
caption = Carling.
owner = flagicon|USAflagicon|Canada
Molson Coors Brewing Company
opened = 1840
Carling is the name of a brand of
lagerin Canada, Australia, South Africaand the United Kingdom.
Carling brands are currently owned by the
Molson Coors Brewing Company. In South Africait is distributed by SABMiller.
The Carling story dates back to 1818 when Thomas Carling, a farmer in the English county of Yorkshire, took his family to the rich farmlands of eastern Canada, settling at what is now the city of London, Ontario. During his first year there Tom Carling cleared a small area. Then, in accordance with the custom of the day, he called on his neighbors to help at a "stumping bee", a cooperative effort in which each man brought his own oxen and tools and the land was cleared of tree stumps. All that these helpful neighbors asked was that they be refreshed and fed. Thomas Carling's refreshment, a home-brewed ale, was of such quality that soon he was brewing it for other stumping bees. In time, it grew so popular that he abandoned farming for full-time brewing. The first Carling brewery was a modest affair - a couple of kettles, a horse to turn the grinding mill and six strong men to work on the mash tubs. Carling was his own sales and shipping department. He started by trundling his wares through the streets of London on a wheelbarrow. This was the humble beginning of what was to become a worldwide brewing organization. Tom Carling established the brewing company that bears his name in London in 1840.
Thomas Carlingbegan a small brewing operation in London, Ontario, Canadaselling beer to soldiers at the local military camp. By 1878, when his sons, John and William, built a new six-story brewery in London, Carling was a national name in Canada. The new brewery was destroyed by a fire just a year after opening. William Carling, after fighting the fire and losing the battle, died of pneumonia shortly after the fire.
When he died, his sons William and John took over, naming it the W & J Carling Brewing Co.
John Carlingbecame a prominent figure in Canadian business and politics and was later knighted in 1893. Sir John Carling died in 1911 and the company has changed hands numerous times since. Sir John Carling, brewer, politician (born in London Twp, Upper Canada 23 January 1828; died at London, Ontario 6 November 1911). His father, Thomas C. Carling, a Methodist agricultural labourer, had emigrated from Yorkshire in 1818. At age 21 John joined the brewing and malting business which his father had established in 1843 near Victoria Barracks, London. He inherited the business in 1849 and continued as president, but he left its operation to his brother William and entered politics. He represented London as a Conservative in the assembly of the Province of Canada 1857-67 and in the Ontario Assembly 1867-73.
After Confederation, Carling also sat in the House of Commons 1867-74, 1878-91 and 1892-95. He held several Cabinet posts, most notably as postmaster general, under John A. MACDONALD 1882-85, and minister of agriculture 1885-92. In 1893 he was created KCMG; he sat in the Senate 1891-92 and 1896 to his death. The incorporation of the Carling Brewing and Malting Co in 1883 helped to finance his political career.
In 1999 Carling achieved sales of 1 billion pints in the UK, breaking the previous record and strengthening its position as the No.1 selling lager.In 2007 they sold 2.3 billion pints in the UK, over 6 billion worldwide
*"Carling", formerly known as "Carling Black Label", is the best selling
beerin the United Kingdom and South Africa;Fact|date=March 2008 alcohol content of 4.1%
*"Carling Black Label Ice", commonly referred to as just simply "Black Ice", is a strong, low-priced ice beer sold in Canada with an alcohol content of 6.1%; sold as "
Molson Ice" in the United States using a variation of the "Black Label Ice" label & logo.
*"Carling Lager" is a no-
preservativeslager sold in Canada; not to be confused with Carling (Black Label)
*"Carling Ice" is an ice brewed product from the Carling line
*"Carling Light" is a lighter variation of Carling Lager
*"Carling Premier" is a strong cream-flow premium lager with an alcohol content of 4.7%, introduced to celebrate Carling's sponsorship of the
FA Premier Leaguein 1992. In cans it is sold with a nitrogen widget, similar to those used in some canned ales. Unlike most lagers, Premier needs time to settle.
*"Carling Extra Cold" is a colder version chilled to 2°C, was launched in 2002, and is available in British pubs.
*"C2" is the low-alcohol version of Carling, with a 2% volume. It has been tagged, "The swift-one-at-lunch pint."Fact|date=March 2008
*"Carling Black Label Supreme" is an inexpensive, powerful 8% brew.
*"Carling Black Label Big 10" is also inexpensive, yet an even stronger beer with a 10% alcohol content. As of today it is almost a culture in the town of Pincourt, Quebec, to consistently drink Black Label "Big 10".Drunk mostly among teenagers who like the cheap price. It is used on many occasions in the small town.
Black Label is a brand of
beerwell known throughout the former British Empire, where it is best known for its slogan "Hey Mabel, Black Label!"The most famous slogan for this product was, "I bet he drinks Carling Black Label!" In several countries it is also known as Carling Black Label. However, in the UK it is now known as just 'Carling' - they dropped the 'Black Label' in 2000 in response to public demands for a snappier call at the bar (according to the company).Black Label has the slang/street name of Zamalek in South Africa. This is because it is considered a strong beer. Zamalek is an Egyptian soccer team that came to beat South African side, which had on the soccer kit resembling the branding on Carling Black Label.
Other brand history
WCRS also created hugely successful television and cinema adverts for Carling Premier. Carling Premier adverts were renowned for their unusual cinematography and stylish soundtracks. Cult film director
Wim Wendersshot one commercial in Iceland, starring actor James Bullerand actress Rebecca Godwinshowing Buller riding a bicycle on a highwire over a waterfall. This advertising campaign alone cost in excess of £1 million. All Carling Premier adverts were large budget and designed to promote the premium nature of the brand.
Carling is currently the main sponsor of
Rangers F.Cand Celtic F.Cin an attempt to make the brand more popular in Scotland. Scotland is the only region in the UK where Carling is not the top selling Lager currently outsold by Tennent's LagerFact|date=July 2007. They are also the main title sponsor of the Football League Cup, and were former sponsors of the Premier League.
Carling is also a major sponsor of live music in the UK, sponsoring the
Academy Music Groupvenues (including Brixton Academy).
Carling were the first sponsors of the English
Premier League. They began their sponsorship in 1993, one year after the league's creation, and continued until 2001 when they ended their backing and were replaced by Barclaycard.
* [http://archives.cbc.ca/IDC-1-73-1395-8726/politics_economy/beer/clip7 Molson merges with Carling - CBC News: National, Broadcast Date: Jan. 18, 1989; reporter Tom Kennedy]
* [http://www.falstaffbrewing.com/carling-.htm Falstaff Brewing -- History of Carling]
* [http://www.lib.uwo.ca/business/ccc-carling.html Partial essay on the History of Carling]
* [http://www.londonmuseum.on.ca/Artifacts/FrontierTown/jcarling.html Museum London -- Carling]
* [http://www.carling.com Official Carling Lager website]
* [http://www.ratebeer.com/brewers/molson-breweries-(molsoncoors)/49/ RateBeer - Molson]
* [http://www.ratebeer.com/Beer/carling-black-label-beer-(south-africa)/14974/ RateBeer -South Africa]
* [http://www.visit4info.com/details.cfm?adid=34655 British Carling television ads]
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