SINGAPORE: Carlsberg launches marketing drive
Carlsberg has embarked on a marketing assault in Singapore to boost the popularity of its hallmark brand among beer drinkers in the Asian country.
The Danish brewer has today (15 August) rolled out a sleek, "label-less" bottle, embossed only with the Carlsberg logo to target upmarket bar goers in Singapore.
The move coincides with the launch of a local TV ad in Singapore, where consumers have been the first to see the tagline for Carlsberg's global campaign - "It doesn't get any better than this".
Carlsberg Singapore CEO Hans Hallan said the brewer wanted an "updated look" for its flagship beer. "We think this is a good market for premium beer," he told just-drinks.
"Singapore is not a giant market for Carlsberg but we are growing steadily and, as it's the economic centre in Asia, if you're doing well here, it becomes a bellwether for other markets in Asia."
Carlsberg is the second-largest brewer in Singapore, selling 750,000 to 800,000 hectolitres a year, Hallan said. The brewer has a market share of 25% behind market leader Asia Pacific Breweries.
Hallan said that high alcohol taxes in Singapore meant that the price differential between mainstream and premium beers was low. However, he said that Carlsberg was positioned between the "mainstream Tiger and more premium Heineken".
Hallan added: "We're achieving some growth, obviously not comparable to the growth in Vietnam or China but Singapore is a steady money maker. It's good to have a market like that in the mix."
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