Carlsberg Repacks Beer with Premium Look

The new embossed bottle for Carlsberg beer is designed to show the beer as a premium purchase and has already been used in other countries.

08/05/09 Redesigned packaging for Carlsberg beer will hit UK shelves from 15 May, following yesterday's launch of the new Carlsberg Export bottle.

The new embossed bottle for Carlsberg beer is designed to show the beer as a premium purchase and has already been used in other countries.

The Export packaging, created by Design Agency JDO, has a more contemporary logo and water droplets to "convey refreshment and taste", while still retaining the brand's silver and green colours.

Carlsberg said "packaging had never been more important in store" to help persuade customers to buy the product and drive sales.

Paul Davies, Carlsberg UK director of brands, said: "The new design is much more contemporary and premium, and we believe it will help Export go from strength to strength in the premium lager category."