The re-launch is said to be supported by a ‘multi-million pound investment and new refreshed new look’.
The company says 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 next month (April) and run throughout 2019.
Carlsberg UK’s vice president marketing, Liam Newton admitted that the company had got it wrong in the past by pursuing quantity rather than quality. He said Carlsberg was “going back to doing the best”.
Up against the likes of Carling and Foster’s, he said the standard lager category had 1.6 million fewer drinkers than five years ago. Also, 41% of those surveyed were drinking less. Beer drinkers were moving away from the standard lager category.
Newton admitted that the standard lager category had been a “tough place for five, six years,” with perceptions that all standard lager: “tasted the same, was all about ‘the lads’ and football.”
The new lager with its new stemware and new 360° font, had been reformulated to provide a better delivery in terms of taste and texture.
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 balance of bitterness and sweetness. Citrus and floral hop aromas are said to deliver “greater depth of flavour and a hoppy more-ish aftertaste”.
Carlsberg UK master brewer Bhavya Mandanna, in positioning Pilsner closer to Grolsch and Czech beers, she said: “Our new Pilsner has a fuller body and a perfect balance of bitterness and sweetness made possible through modifications to our brewing process and the addition of bittering hops in the brewhouse. Aroma hops with citrus and floral top.”
The new stemware with stem and tapered top is said to enhance aroma and improved nucleation for better head retention.
The ZerO2 cap on bottles that removes oxygen, is said to preserve the freshness and life of the beer.
The Snap Pack, which should reduce plastic usage through innovative glue technology, is said to be a a 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 should improve packaging recyclability.
Newton concluded: “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.”
