- ‘Support Your Local’ will see Britain’s #1 beer shine a light on the importance of the local pub
- Carling will return to TV screens this September, and run across social, VOD and radio from August, to champion the vital role local pubs play in communities throughout the UK
August 2020: Carling, Britain’s #1 beer, is launching the next phase of its Made Local campaign with ‘Support Your Local’, a multi-channel campaign to encourage people across the country to back their local pub.
The campaign will initially launch across social, VOD and radio this week, with further consumer-facing activity planned for later in the month, before TV broadcast in early September.
Filmed at a local pub with a real landlord, the campaign will champion the central role that local pubs play in British culture and society – and the importance of supporting them through these challenging times, whether that is meeting a friend for a drink, ordering a takeaway or simply showing support on your social channels.
Utilising its position as Britain’s #1 beer to reach a wide audience, Carling will showcase how the local pub is where old stories are remembered and new ones are made; the best place for a nice cold pint; but much more than that – a place which is at the heart of our communities.
The campaign is the next phase of Carling Made Local, which champions and supports people who are making a positive impact in their hometown – just like Carling which is brewed by local people in the historic brewing town of Burton-on-Trent.
It also builds on the work Carling, and Molson Coors, have been doing during the pandemic to provide the most effective support and assistance to the on-trade, through practical advice and support, as well as supporting the British Beer & Pub Association to secure further government backing for the industry as a whole. This now includes pressing the government to introduce a 25% cut in beer duty in order to level the playing field with other beer-producing nations – the UK currently pays 11 times more tax on beer than Germany and is three times higher than the average rate in Europe – and help the sector recover from the effects of the pandemic and be able to thrive and grow in the long term.
Phil Whitehead, Managing Director, Western Europe, Molson Coors, said: “Pubs and bars across the country have been working tirelessly to make sure they’re providing a safe and welcoming environment for regulars and new customers, and as Carling is Britain’s #1 beer we have an opportunity, and a responsibility, to use our voice to showcase the incredible role they play.”
“We know that pubs are an integral part of what makes Britain special and they are so much more than just a place to go for a drink. Yet many will be facing an uncertain and challenging future. That’s why we’re calling on everyone to join us in supporting their local in whatever way they can to help make sure that they continue to be the cornerstone of our communities, and a place where we can all continue to remember old stories and make new memories for generations to come.”
-ENDS-
*Nielsen Off Trade MAT Volume, 21.03.2020. CGA On Trade MAT Volume, 21.03.2020
Editor’s Notes:
About Carling
Carling is part of a diverse portfolio of beers brands owned by Molson Coors Brewing Company, one of the world’s largest brewers. Other signature brands include Coors Light, Cobra and Doom Bar.
Carling is proud to be Britain’s bestselling lager for 28 years. Source: 1999-2017 GlobalData UK Market Analyzer.
About Carling Made Local
Carling is Made Local. Proudly brewed in Burton on Trent, a small town famous for brewing, located at the very heart of Britain. Carling use 100% British barley, lovingly grown and harvested across the country, including barley from its very own Growers Group.
Made Local is about championing and supporting those people who are making things happen in their hometown, just like Carling.
For further information, contact thomas.milner@citypress.co.uk