FDBusiness.com

Following on from last year’s global repositioning of its Carlsberg flagship brand, Carlsberg Group is now in the process of rolling out a rejuvenation programme for Tuborg, one of the top ten international premium beer brands, across many of its key markets. The Danish brewer has just launched Tuborg in China.

The redesigned Tuborg bottle comes with an easy to pull off “ring-pull” cap. This is the first time ever that an international brand has introduced a pull-off cap to consumers in China.

In addition to the redesigned bottle, the rejuvenated Tuborg carries a new tilted logo and a new strapline ‘Open for More’. The launch will be supported by a new global advertising campaign including a new television commercial, a social media outreach campaign, as well as a louder than ever music campaign.

The China launch follows on from the relaunch of the Tuborg brand in Russia and India earlier in the year and Carlsberg Group plans to roll out the rejuvenated Tuborg brand across 13 markets by the end of 2012, with more markets to follow in 2013.

“As the fourth largest brewer globally, Carlsberg is optimistic about the rapidly growing and dynamic Chinese market. It is an important part of our strategy to provide more high quality, diversified products to Chinese consumers,” comments Stephen Maher, chief executive of Carlsberg China. “Tuborg is the fourth top ten international premium beer brand brought by Carlsberg Group to the Chinese market, following in the footsteps of Carlsberg, Guinness and Corona. By introducing international beer brands and nurturing local brands, Carlsberg Group now owns a product portfolio in China which boasts over 20 brands. The extensive product portfolio, covering super premium to mainstream, supported by a full range of SKUs enables Carlsberg to provide its customers and consumers with a wide range of choices and to successfully exploit different regions and different markets.”

Carlsberg was one of the first international brewers to export beer to China more than 130 years ago. Carlsberg officially began its business in Greater China in 1978. Carlsberg is involved in over 40 breweries, either wholly-owned or through joint-venture, across several provinces and now employs over 14,000 people across China.