UK: Carlsberg backs Tuborg abv cut with redesign

By | 24 June 2013

Click through to view Tuborgs new packaging

Click through to view Tuborg's new packaging

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Carlsberg is to support its lower-abv Tuborg with new packaging for the beer range in the UK.

The redesign, which covers bottles and cans from this month, will also include a new tap handle and branded glassware, the Danish brewer said yesterday (23 June). The move follows April's announcement that Tuborg is to lower its abv from 4.6% to 4% for the UK market.

“Tuborg’s new positioning will significantly strengthen licensees’ offer in (the 4%) segment,” said David Scott, director of brands and insight at Carlsberg UK. 

The new branding will be on show at live music events in the UK, including Glastonbury, Hard Rock Calling, Wireless and Reading, Carlsberg said.

A Carlsberg spokesperson told just-drinks the new packaging is part of a global roll out that started in Russia and China last year. “Two years ago we relaunched the Carlsberg brand all at the same time in about 140 markets,” the spokesperson said. “With Tuborg we are launching it market by market.”

The spokesperson added that the timing of the redesign in the UK is “a good opportunity to reposition it in the right category".

Expert analysis

Carlsberg A/S - SWOT, Strategy and Corporate Finance Report

Carlsberg A/S - SWOT, Strategy and Corporate Finance Report, is a source of comprehensive company data and information. The report covers the company’s structure, operation, SWOT analysis, product and service offerings, detailed financials, and corporate actions, providing a 360° view of the company.

Sectors: Beer & cider, Marketing – advertising & promotions

Companies: Carlsberg

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