Carlsberg Export Set For Re-Launch

Carlsberg has announced that it will be relaunching its Carlsberg Export brand in February with a bold new look. Carlsberg said the new design, influenced by the iconic cross from the Danish flag, reflects the brand’s Danish heritage and reinforces its premium credentials.

Carlsberg has announced that it will be relaunching its Carlsberg Export brand in February with a bold new look. Carlsberg said the new design, influenced by the iconic cross from the Danish flag, reflects the brand’s Danish heritage and reinforces its premium credentials. A £15m media campaign will support the relaunch, while a range of bottle and can formats will be available, including a new premium 330ml sized bottle, a 660ml bottle and new outer packaging. Carlsberg UK vice president of marketing Liam Newton said: “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.

“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 revitalization 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.”

Source: Carlsberg UK