Carling Black Label (Case of 24)

Carling Black Label is the best-selling beer in South Africa, as well as the one with the most stocked trophy cabinet. Over the years, the typical Carling Man has been epitomised by cowboys and blue-collar workers. Now, to reflect the changing face of South African men, Carling Black Label is undergoing another revolution.

The brand first hit our shores in 1966 when Carling USA licensed South African Breweries to produce it. The advertising campaign kicked off with a "cowboy" theme, where the cowboy represented a hero who deserved a cold Carling Black Label as a reward for a long day's work. Westerns were still very popular, with classics like Stagecoach and The Good, The Bad And The Ugly being released in 1966. Within a year Carling Black Label's market share was growing steadily. In the early nineties Carling Black Label changed again to reflect the spirit of the times. It was an era when South Africa's workers were beginning to feel proud of their role in society as nation builders. Workers were 'heroes' who were strong, honest and hardworking. And of course, the idea was that these men deserved a Carling Black Label at the end of the day.

At this time, Carling Black Label also began to win major awards in brewing competitions: by 1996 it had been honoured twice at the World's Best Bottled Lager competition. Since then Carling Black Label has won 19 more awards, the latest being a gold medal at the 2010 Australian International Beer Awards. Carling Black Label has been undergoing a subtle revolution to make the brand more contemporary, sophisticated and cosmopolitan. As working class aspirations changed, so workers gave way to entrepreneurs. While trade union leaders had been heroes of the political struggle, a new generation of self-made men were becoming the heroes of the economic struggle.

Now, in 2010, Carling Black Label is changing again to reflect the new role of men in society. Today, we admire men who take on life and win in all aspects of their lives - men with values and ambition who are proud to care for their families and act as role models for others. Today, masculinity is more multi-dimensional and Carling Black Label is projecting this through recognising the winners and champions. These true men of character deserve the reward of a champion beer.