Carlsberg today (19 May) launched a new campaign for its Tuborg beer as it targets 18- to 22-year-olds, particularly in Eastern Europe and Asia. Here’s just-drinks takes a look at the lager brand and its position in the global market.
- The Tuborg brewery was founded in Hellerup, north of Copenhagen, in 1873. Exports began in 1875 and today 75% of Tuborg is consumed outside of Denmark in about 70 countries.
- Carlsberg acquired the brand from United Breweries in 1970.
- The core Tuborg Green is a 4.6% bottom-fermented lager beer made with lager malt.
- Tuborg was launched in China in 2012. Last year, performance in the country and in India pushed sales up 10%, while in this year’s Q1, the brand saw sales jump by 21%.
- The brand is Carlsberg’s biggest seller in Eastern Europe. In Russia, Tuborg outsells brand Carlsberg by 400%.
- On average, its selling price is 70-80% of brand Carlsberg, and is positioned as “an entry point into premium”.
- It is the top-selling beer in Denmark.
- Recent extensions include Skøll Tuborg, a vodka and citrus-flavoured lager launched in France last year, and the fruit-flavoured Tuborg Booster Strong, available in India.