FDBusiness.com

Carlsberg Group has unveiled a new Carlsberg Danish Pilsner as part of a bold strategy to revitalise its flagship beer in the UK. New Carlsberg Danish Pilsner will be available in trade from 1 March, supported by a multi-million pound investment and new visual identity which aims to increase brand quality perceptions. 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, which will be revealed in April and run throughout 2019.

Carlsberg Danish Pilsner remains at 3.8% ABV and retains the light, refreshing 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. In the trade, the brewer will focus efforts on elevating the consumer drinking experience around Carlsberg Danish Pilsner through a series of betterments, including:

• New stemmed glass with tapered top to enhance aroma and improved nucleation for better head retention
• New fount, inspired by Danish ceramics, that delivers 360-degree branding and guidance on the perfect serve for bar staff
• Bar staff education, perfect pour training and consumer sampling
• ZerO₂ cap on bottles that removes oxygen, preserving the freshness and life of the beer

Carlsberg UK has honoured its purpose of brewing for a better today and tomorrow through the roll out of ground-breaking sustainable packaging innovations for its Danish Pilsner:

• Snap Pack – which reduces plastic usage through innovative glue technology – is a big step forward towards Carlsberg UK’s goal of reducing the plastic for its Pilsner cans by 50% from brewery to store
• New environmentally-friendly ‘Greener Green’ ink incorporated in bottle labels and outer packaging will improve packaging recyclability.

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.”

Initial consumer research indicates that Carlsberg’s new Danish Pilsner has driven a significant shift in perceptions, with 68% of UK lager drinkers suggesting they prefer the taste of Carlsberg Pilsner over the current UK No1 mainstream lager. Preference for Pilsner was most significant amongst younger and more affluent consumers.