Carlsberg UK has relaunched its flagship beer, Carlsberg Danish Pilsner, and introduced accompanying ‘betterments’ aimed at improving the consumer drinking experience and minimising the brand’s environmental impact.
Carlsberg Danish Pilsner remains at 3.8% abv and retains the qualities of its predecessor but has been ‘rebrewed from head to hop’ to deliver ‘a smoother, fuller mouth-feel and a perfect balance of bitterness and sweetness’.
Support for the brand in the trade includes a new stemmed glass with tapered top to enhance aroma and improved nucleation for better head retention; a new fount; bar staff education; consumer sampling; and a ZerO₂ cap on bottles that removes oxygen, preserving the freshness and life of the beer.
Carlsberg UK is also rolling out sustainable packaging innovations for its Danish Pilsner. These include the Snap Pack, which reduces plastic usage through innovative glue technology, and new environmentally-friendly ‘Greener Green’ ink incorporated in bottle labels and outer packaging, which will improve packaging recyclability.
Available in the trade from 1 March, the relaunched brand is being supported by a multi-million pound investment and new visual identity. The trade launch will be supported by the brand’s most ambitious, integrated consumer marketing campaign to date, incorporating TV, digital and out-of-home activities. This will begin in April and run throughout 2019.
The formats available are:
• Small packs – 6 x 330ml snap pack can, 4 x 500ml can, 4 x 568ml can and 4 x 330ml bottle
• Mid packs – 10 x 330ml can, 15 x 330ml can and 12 x 330ml bottle
• Large packs –18 x 440ml can and new 18 x 330ml bottle pack
• Draught keg
• Bottle – 24 x 330ml bottle
• Can – 4 x 6 x 440ml can
Liam Newton, vice president marketing at Carlsberg UK, says: “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 Expørt 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.”
Tel: Carlsberg UK (01604) 668866