DENMARK: Carlsberg admits: We should ‘Hof’ listened

By | 13 February 2008

Carlsberg has admitted that "not listening to the consumer" is at the root of its decision to pull the Hof beer brand from the off-trade in Denmark.

Speaking to just-drinks today (13 February), a spokesperson for Carlsberg confirmed that the company will stop using a lighter and more transparent bottle which was re-launched along with a price hike for the brand just over three years ago.

Instead, the Danish brewer said it plans to limit the reach of its Hof beer to a limited distribution of on-trade outlets and export markets.

The spokesperson said: "We hadn't listened enough to the consumers and customers in Denmark. They used to like the classic bottle. If they saw that bottle abroad, while on holiday they knew it. Then, a few years ago, we reintroduced it with a different shape."

The spokesperson added: "It was a pretty expensive lesson. We have learnt that going forward we must listen to the consumer. We always say 'our beer' but it's not 'our beer', it's the consumer's beer. We have apologised several times in our advertising.

"We're not re-launching it to the public apart from in discotheques and restaurants and abroad, because the sales were going down and down," the spokesperson added.

Sectors: Beer & cider

Companies: Carlsberg

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DENMARK: Carlsberg admits: We should ‘Hof’ listened

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