A beer brand is bringing back one of its most popular beers from the 1970s that many will remember. Carling Black Label will be available to buy in supermarkets from March 16, boasting a revamped brew.

It comes in at 4.75% ABV, making it 0.75% stronger than Carling Original. It left shelves in 1997 after the ‘Black Label’ branding was dropped. The beer skyrocketed in popularity after its introduction in 1952, thanks to its “I bet he drinks Carling Black Label” TV ads. Kevin Fawell, UK sales director at Molson Coors Beverage Company, told The Grocer: “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.”

Marketing expert Mark McCulloch said that the retro-inspired packaging is “really punchy” and doesn’t look “too twee or too retro”. He said it is aiming to appeal to “more patriotic people”.

In recent years, Carling has been losing ground to more expensive European lagers. Last year, sales were down 13.6%; the year before, they were down 6.9%.

Carling Black Label will be brewed in Burton upon Trent using British barley, using a cold-filtering technique. It will be sold in four and ten-packs.

It is one of the many long-lost beers that have been revived in recent years, including Boddington’s Double Diamond, Hoffmeister and Bass.

This comes ahead of new pub rules, which will see public houses open as late as 2am for all World Cup knockout rounds. Boozers will be allowed to stay open until 1-2am for any home nation matches beyond the group stages.

Emma McClarkin, CEO of the British Beer and Pub Association, hailed the decision as “a win for pubs, jobs and community spirit”.