Carlsberg UK said it has dropped the ABV of the beer from 4.6% to 4% to meet what it said is growing consumer demand for premium beers at the 4% level.
The drop in ABV coincides with the launch of new branding across cans and bottles of the beer and glassware; a new font will be rolled out from next month.
“There is strong consumer demand for premium beers at 4% ABV, and Tuborg’s new positioning will significantly strengthen licensees’ offer in this segment,” said David Scott, director of brands and insight at Carlsberg UK.
“We’ve further broadened the brand’s appeal to premium lager drinkers, which will attract new customers, while our master brewers have ensured that there’s no compromise on taste for Tuborg’s loyal following.”
Image – New fonts will be launched in August.