Carling has emphatically launched a full-blooded assault north of the border, signing shirt sponsorship deals with Scotland's two biggest football clubs.
Fierce Glaswegian rivals Celtic and Rangers, known as the Old Firm, have signed a £12m three-year shirt sponsorship deal that will start at the beginning of July.
Carling is Britain's biggest selling lager but has virtually no presence in Scotland, where rival Tennent's dominates.
Coors, which owns the Carling brand, is looking to become a major player in the Scottish lager market and is using the deal to raise the profile of the brand.
"We are excited about working with the Old Firm in Scotland," said Mark Hunter, Coors' marketing and international development director.
"Both Rangers and Celtic are known the world over so, with Carling's heritage in football and its availability in over 20 countries this is a great chance for three major names to work together to the benefit of Scottish football."
Carling replaces NTL as the main sponsor of both clubs.