Carling bigs up its origins

Carling is changing its focus

with a new "100% British barley" message to promote the brand as a premium product.

It will be appearing on all cans, outer packaging and support materials for both the on and off -trade this month.

A spokeswoman said: "Carling is brewed using 100% British barley and is the only major UK brewer to use its own maltings.

"As consumers are increasingly looking to buy British and locally sourced products to minimise their impact on the environment and get the best quality products available, Carling is proud to be sourcing British ingredients."

The move will be supported by an outdoor campaign

as well as

sponsorship ad s on ITV2, ITV3 and ITV4 movies.