UK: Carlsberg UK to launch a “new, better: Carlsberg Danish Pilsner
Carlsberg UK is set to launch a “new, better” Carlsberg Danish Pilsner variant, in a move designed to “improve the consumer drinking experience and minimise its environmental impact”, the Talking Retail reported on February 12.
The variant will be available from 1 March in:
Small packs – 6x330ml snap pack cans, 4x500ml cans, 4x568ml cans and 4x330ml bottles
Medium packs – 10x330ml cans, 15x330ml cans and 12x330ml bottles
Large packs –18x440ml cans and new 18x330ml bottle packs
The new formula will have the same 3.8% ABV but has been “re-brewed from head to hop to deliver a smoother, fuller mouth-feel and a perfect balance of bitterness and sweetness”.
The new packs will feature a new font, a cap that removes oxygen from the bottles and environmentally friendly ink.
The launch will be supported by a multi-million pound investment including a TV, digital and out-of-home advertising campaign running from April.
Consumer research from Carlsberg found that the new Danish Pilsner has driven a significant shift in perceptions, with 68% of UK lager drinkers suggesting they prefer the taste of Carlsberg Pilsner to the current UK number one mainstream lager.
It said the preference for pilsner was most significant among younger and more affluent consumers.
Liam Newton, vice president of marketing at Carlsberg UK, said: “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.”
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