portrayed by Jeanne Goodspeed, with the slogan "Hey Mabel, Black Label!". The twenty-year marketing campaign cemented the name in the popular culture of America. In 1979, after several years of intense pressure from Miller and Anheuser-Busch, Carling was bought out by the Heileman Brewing Co. of La Crosse, Wisconsin. Carling and the Black Label brand are currently owned by the Molson Coors Brewing Company. Though no longer widely distributed in the U.S., Black Label remains the official beer of Beer Frisbee. United Kingdom Black Label was introduced to the United Kingdom in 1952. Originally only available in bottles, in 1965 the Hill Top in Sheffield became the first pub to pour Carling Black Label on draught. In the 1970s and 80s, Carling Black Label sales were driven to great heights, due partly to increased advertising support, in particular the classic "I bet he drinks" series of advertisements, and partly with the launch of Carling Black Label in cans. Cans were important to Carling's success as they helped open up the "take home" market. The "I bet he drinks" series of ads showed someone doing something cool, clever or difficult, and having a bystander say "I bet he drinks Carling Black Label". With the help of this advertising campaign, it became Britain's best-selling brand of beer in 1971. In the 1980s, many of the adverts featured comedians Mark Arden and Stephen Frost, also known as The Oblivion Boys, delivering the classic punchline. One of the advertisements in the series, Dambusters from 1989, was a parody of the 1955 film of the same name, and was ranked at number 12 on ITV's list of the "Best Ever Ads" in 2005, and at number 17 on Channel 4's list of the "100 Greatest TV Ads" in 2000. Campaign Live also ranked it at number 5 in their list of the "Top 10 Funniest TV Ads of All Time" in 2008. Carling has remained Britain's best selling beer since 1985. Black Label has been dropped from the brand name and logo in Britain since 1997. South Africa In South Africa, Black Label began to take on a different tone with the anti-apartheid movement. This was partly due to the fact that, at 5.5%, it had more alcohol than the other brands of beer that generally had 5.0%, as noted in the popular advertising catch phrase "only hard working students deserve an extra 0.5 percent".