Bass is to drop the “Black Label” tag from its Carling lager brand in a relaunch which will attempt to strengthen the brand’s links with its 36m Carling Premier League sponsorship. Carling Black Label is the UK’s top-selling lager by volume, though it is under pressure from higher strength premium brands such as Stella Artois, which outsells it by value. It is understood Bass will rename the brand simply Carling. A spokeswoman for Bass Brewers says: “As a brand, Carling Black Label continues to evolve to meet consumer demand and remain a best-selling beer. Any brand developments such as a change of name would be formulated to continue Carling’s reputation as a contemporary and popular productÃÂ¤” It is understood that the packaging will be redesigned, with the Carling name appearing vertically down the side of the can. The revamp will be the most significant change to the brand since it dropped the “Bass” tag at the beginning of 1995. This followed research which showed drinkers thought the Bass name lacked credibility, and coincided with the launch of Carling Premier, a higher strength, premium version of the lager.