Alcoholic drinks manufacturer Molson Coors has unveiled a new beer, Carling Black Label, which aims to highlight the brand’s previous heritage.

The Black Label name was used across the UK until the late 1990s and remains an integral part of the brand’s identity.

The beer manufacturer is now bringing Black Label back as a distinct new product within the UK portfolio, with the goal of reaching a number of shoppers through the feeling of nostalgia for many customers while offering a premium alcoholic option.

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Kevin Fawell, UK sales director at Molson Coors Beverage Company, said: “Carling Black Label is a full-flavoured lager designed for today’s beer market, and we’re confident it will resonate with both those who remember the name and those discovering it for the first time.

“To be able to expand the Carling offering for our customers is a really exciting opportunity for us to reach new and existing Carling drinkers.”

The beer is a 4.75% ABV full-flavoured lager created with 100% British barley and brewed in Burton on Trent. It will be available for purchase in the off-trade market from 16 March onwards in 4x568ml and 10x440ml pack formats.

The launch will be supported by a marketing campaign which will feature PR, social and influencer engagement.