Carlsberg Reveals Limited Edition Pack Designs

Carlsberg UK has unveiled limited edition packaging for its 3.8% ABV beer, available across the UK off-trade between February and September 2017 in a variety of can and bottle formats. The designs, called ‘The Kobenhavn Collection’, form part of £15m marketing spend incorporating media and integrated consumer activity, launching in April.

Carlsberg UK has unveiled limited edition packaging for its 3.8% ABV beer, available across the UK off-trade between February and September 2017 in a variety of can and bottle formats. The designs, called ‘The Kobenhavn Collection’, form part of £15m marketing spend incorporating media and integrated consumer activity, launching in April. Carlsberg said each pack in the Kobenhavn Collection - Danish for Copenhagen - embodies an abstract interpretation of Carlsberg beer’s ingredients: barley, hops and brewers’ yeast. Carlsberg UK vice president of marketing Liam Newton said: “The Kobenhavn Collection is a bold launch for Carlsberg in the UK, marking 170 years of brewing excellence. “ Carlsberg has a remarkable place in the history of brewing when our founder, J.C. Jacobsen, and his team of beer scientists discovered purified yeast in 1883 - which changed the quality of lager that is enjoyed to this day. These designs communicate Carlsberg’s unique place in beer in a manner that we believe will engage millennials.”

Source: Carlsberg