Carling Black Label and Double Diamond Beers Return to UK Shelves After Decades

Recent weeks have seen a wave of nostalgia as several well-known beer brands, absent for decades, are making a comeback in British supermarkets and pubs. This trend taps into consumers' desire for familiar tastes, but also highlights shifts in the brewing industry and consumer preferences.

Context: A Resurgence of Familiar Brews

The return of these older beer brands signals a notable trend in the UK beverage market.

• Carling Black Label, a popular choice in the 1970s, is set to reappear in supermarkets on March 16. This revival includes a reformulated brew using British barley and a cold-filtering process. The brand has reportedly been losing market share to more expensive imported lagers.

• Double Diamond, an iconic pale ale, has also re-emerged. It was relaunched for the pub scene by Kirkstall Brewery on behalf of Allsopp's last year. More recently, it has become available in four-pack bottled formats in major supermarkets like Tesco, Sainsbury's, and Asda. Advertisements from its peak popularity in the 1950s and 1970s featured slogans such as 'A Double Diamond works wonders' and 'You're only here for the beer'. Some public feedback suggests mixed opinions on its past reputation.

• The trend of reviving defunct beer brands is not new, with others like Boddington’s Double Diamond, Hoffmeister, and Bass also having been brought back in recent years.

• Conversely, some breweries are facing closure. Overtone Brewing Co, known for its craft IPAs, pale ales, and stouts, recently announced it was entering liquidation, leading to its products disappearing from supermarket shelves like Aldi and Asda. This comes amidst reports of a nearly 40% rise in sales of no and low-alcohol spirits.

Evidence of Resurgence

Data and announcements confirm the reintroduction of these brands.

• Carling Black Label: Scheduled for supermarket availability starting March 16.

• Double Diamond:

• Available in pubs such as The Princess Royal (Notting Hill) and The Barley Mow (Mayfair).

• Bottled four-packs (440ml) are priced at £5.75 in supermarkets.

• Promoted with historical slogans like 'A Double Diamond works wonders'.

• Overtone Brewing Co: Entered liquidation, impacting its availability in Aldi and Asda.

Reasons for the Revival: Nostalgia and Market Shifts

The return of these beers appears to be driven by several factors, including consumer sentiment and evolving market dynamics.

The Pull of Nostalgia

• The reintroduction of brands like Double Diamond and Carling Black Label taps into a desire for nostalgia among consumers. Decades-old advertising slogans and memories of past consumption experiences play a role.

• Some drinkers express a direct wish to "taste for nostalgia" and experience a "sip from the past."

Market Challenges and Adaptations

• Brands like Carling Black Label have faced challenges from more premium imported lagers, prompting a potential strategic return to familiar territory.

• The reintroduction of Double Diamond to supermarkets, following its pub revival, suggests a strategy to capture a wider market segment.

• The reported increase in no and low-alcohol spirits sales indicates a broader shift in consumer habits, with some brewers responding to these changes while others, like Overtone Brewing Co, face business failure.

Consumer Reception and Industry Commentary

Public and expert opinions offer varied perspectives on these comebacks.

• Some consumers express enthusiasm for trying imported versions of Double Diamond or hope for wider distribution.

• Conversely, one expressed opinion labeled Double Diamond as "universally loathed," suggesting that not all historical perceptions are positive.

• Industry experts have noted the "long time coming" shift of wine overtaking beer as Britain's preferred drink, suggesting a complex environment for beer brands.

Conclusion: A Market of Echoes and Evolving Tastes

The recent spate of classic beer brand reappearances in the UK indicates a strategic move by brewers to leverage consumer nostalgia. Carling Black Label and Double Diamond are prime examples, returning to shelves and pubs after significant absences, sometimes with reformulated brews. While these comebacks aim to capture market share and reconnect with past consumers, the beverage landscape is also marked by the decline of some breweries, like Overtone Brewing Co, and a growing interest in alternative drink categories, such as low-alcohol options. The success of these heritage brands will likely depend on their ability to balance historical appeal with contemporary consumer expectations in a dynamic market.

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Sources:

• Express.co.uk: Reports on Carling Black Label's return, detailing the new brew and its availability date.

• Link: https://www.express.co.uk/finance/personalfinance/2173287/carling-black-label-70s-beer-return

• joe.co.uk: Covers the return of Double Diamond to UK supermarkets, mentioning its availability and historical context.

• Link: https://www.joe.co.uk/news/iconic-beer-returns-to-uk-supermarkets-20-years-after-being-discontinued-2-489339

• thedrinksbusiness.com: Discusses the comeback of Double Diamond, including some consumer reactions and distribution queries.

• Link: https://www.thedrinksbusiness.com/2024/10/iconic-70s-beer-makes-a-comeback/

• standard.co.uk: Reports on Overtone Brewing Co's liquidation and the subsequent disappearance of its beers from supermarket shelves.

• Link: https://www.standard.co.uk/news/uk/beer-liquidation-uk-supermarket-brewery-b1271378.html

• dailymail.co.uk: Details the return of Double Diamond to UK pubs, highlighting its nostalgic appeal and historical advertising.

• Link: https://www.dailymail.co.uk/news/article-13928903/Double-Diamond-return-UK-pubs.html