Denmark: Elephant re-enters UK

The Danish brewer Carlsberg is planning to relaunch Elephant lager in the UK, after it was withdrawn from shelves seven years ago, according to unofficial sources’ release on May 10.

In 1999, the Elephant brand dropt down in UK in the context of some serious production issues. But the brewer recovered and has now increased capacity, Elephant being ready from later this month to be rolled out in 275 ml bottles throughout selected retailers and bars.

The Carlsberg UK’s premium lager portfolio will include thus among Carlsberg Export, Holsten Pils and the recently launched Birra Poretti, the very expected Elephant brand.

The Elephant lager was first brewed in 1959. The exotic brand is related to the symbol of the Carlsberg brewery, the elephants.
Darran Britton, marketing director for Carlsberg UK, argued in a recent statement: "We have decided to re-launch Carlsberg Elephant in the UK due to popular consumer demand. Our customer helpline has received numerous calls and emails from people who have fallen in love with Elephant beer when they have tried it overseas and want to know where they can buy it in the UK.”

Further acknowledgements on the expected future marketing campaign are still to be revealed.

E-malt.com, the global information source for the brewing and malting industry professionals. The bi-weekly E-malt.com Newsletters feature latest industry news, statistics in graphs and tables, world barley and malt prices, and other relevant information. Click here to get full access to E-malt.com. If you are a Castle Malting client, you can get free access to E-malt.com website and publications. Contact us for more information at marketing@castlemalting.com .