UK – Global brewer, Carlsberg has unveiled a ‘better’ brand of its flagship Carlsberg beer in the UK called Carlsberg Danish Pilsner backed by ‘multi-million-pound’ investment.
Available in the UK starting March 1, Carlsberg said the new beer brand with improved quality perceptions, enhances the consumer drinking experience and minimise its environmental impact.
The trade launch will be supported by the brand’s consumer marketing campaign involving TV, digital and out-of-home throughout 2019.
Carlsberg said it has ‘enhanced every aspect of its beer – including the choice of ingredients through to the brewing process’ in order to reconnect with the principles of Carlsberg’s founder, J.C. Jacobsen.
Carlsberg Danish Pilsner has 3.8% ABV, brewed with citrus and floral hop aromas to retain the original light, refreshing qualities.
“In launching our new, perfectly balanced Carlsberg Danish Pilsner, we’re toasting the brewing passion of our founder J.C. Jacobsen and his legacy of pursuing better, which started over 170 years ago,” said Liam Newton, Vice President Marketing, Carlsberg UK.
“Some of the most popular and recognisable beers, like Carlsberg Danish Pilsner, will continue to represent the biggest segment in UK beer in five years’ time and therefore remains crucial to the health of the beer category overall.
We’re firm believers in people drinking better beer, and people want better beer, so why wouldn’t we respond to this consumer need?
“In recent years we have reinvigorated our premium Carlsberg Export and we’re now committed to enhancing every aspect of the Carlsberg Danish Pilsner drinking experience, ultimately encouraging the trade and beer drinkers to re-appraise our brand.”
Revitalized brand with less environmental impact
New Carlsberg Danish Pilsner has new visual identity, offering new stemmed glass with tapered top to enhance aroma and improved nucleation for better head retention.
The beer also features new fount, which according to Carlsberg, is inspired by Danish ceramics, delivering 360-degree branding and guidance on the perfect serve for bar staff.
According to Carlsberg, the new beer brand reduces on its environmental footprint as it includes sustainable packaging innovations with Snap Pack, part of the ambitious goal to reduce the plastic for its Pilsner cans by 50% from brewery to store.
Also, new environmentally-friendly ‘Greener Green’ ink is incorporated in bottle labels and outer packaging to improve packaging recyclability.