BREWING giant Carlsberg is relaunching its flagship brand, Carlsberg Export, this month with a fresh new look designed to appeal to younger drinkers.
Said to be the first step in “revitalising” the brand, the new look is designed to reflect Carlsberg’s Danish heritage and “reinforce its premium credentials”.
Influenced by the cross from the Danish flag and featuring the signature of Carlsberg founder J.C. Jacobsen alongside the word ‘København’ (Danish for Copenhagen), the new branding is being rolled out across all formats, including fonts, glassware and a new 330ml bottle.
The revamp of the Carlsberg brand will continue into early summer, when limited edition packaging will be launched for the Carlsberg 3.8% ABV beer and a ew 330ml bottle size introduced.
The dramatic change in the UK beer market requires bold action.
Liam Newton, vice president of marketing at Carlsberg UK, said the new approach follows a year-long project comprising consumer research, category analysis and trends monitoring and aims to tackle the decline in the lager category as a whole.
“The fundamental reason for the decline in the beer category is the fact the biggest segments – standard and premium lager – are losing relevance with millennial consumers,” said Newton.
“In our eyes, the dramatic change in the UK beer market requires bold action, and an even bolder approach, and this lies at the heart of our revitalisation of Carlsberg.
“Standard and premium lagers recruit new drinkers, and if consumers don’t enter through these segments, it is unlikely they will move into world and craft.
“This means brands like Carlsberg and premium beers like Carlsberg Export remain vital to the long-term health of the entire beer category.”
The relaunch of the Carlsberg brand will be backed by a marketing campaign costing a claimed £15 million, which will target millennial (18 to 34 year old) drinkers and is designed to “celebrate the brand’s Danish heritage and tap into consumer demand for authenticity”.
“By reminding people of where Carlsberg comes from and adopting some of the positive attributes from the people of Denmark, we believe we will have a powerful platform from which to connect with millennials in a meaningful way,” added Newton.