Our Champion beer

We’re a high quality beer that our consumers can drink whenever they want to enjoy the refreshing taste of a great lager. Our home is anywhere that our consumers get together to share a beer. Male social occasions are our heartland, and the home where Carling Black Label has its most impactful role.
The tavern is our stomping ground, where champions share a quart. CHAMPIONS DESERVE CHAMPION BEER as a reward at the end of the day. The reference, Champion, is core to who we are, synonymous with Carling Black Label. For Carling Black Label, champion means quality, winning and the very best. We don’t take that lightly. And that’s why our superior beer is described as award winning and world-class, surpassing all rivals. And for our consumers, champion is a winner, an advocate, someone celebrated for excellence, and much like our beer - THE GOLD INSIDE.