The UK's largest beer brand Carling has switched the focus of its marketing strategy from football to music - a move that will help it pull away from football and its 'laddish' connotations. By designing its own events, the brand is also forging strong bonds with its target group. The Carling beer brand, owned by Coors Brewers, has found an innovative event marketing strategy to connect with its 18-24 year old target audience. The company has been staging a series of "Carling Homecoming" gigs for established music artists to play at their town of origin. The gigs are intimate affairs limited to about 300 people with free entry and free beer.