Denmark's brewing giant Carlsberg Breweries, is to relaunch its Tuborg Gold beer brand on the US market through the Westport, Connecticut-based Bowmont Corporation, after an eight year absence. The world's fifth largest brewer announced yesterday that it had granted exclusive rights to import and distribute Tuborg Gold in the US to Bowmont.

Tuborg is already marketed in over one hundred countries and Tuborg Gold accounts for 42% of all Tuborg volume sold.

"Tuborg Gold has strong international pedigree and has proved successful, not only in its Scandinavian home market, but also in many export markets," said Torbjörn Wicklander, senior export manager for Carlsberg Breweries. "We believe that Bowmont Corporation has the sales network and experience to transfer that success to the US."

The US is becoming an increasing focus for foreign producers. The largest beer market in the world, with roughly 17% of total global consumption, domestic brewers have traditionally dominated the markets, but imported beers are growing in strength.

"We are extremely excited to re-launch Tuborg Gold. We believe this premium brand with its exceptional quality and value, great brand recognition and its outstanding packaging has excellent potential, especially in light of the fact that historically, Tuborg Gold has sold close to 10 million cases per year in the US," said Anne-Line Blanco, Vice President of Bowmont Corporation.

Tuborg Gold will be available nationally from wholesalers during the fourth quarter packaged in glass bottles in 6-packs and 50cl cans.

Promotion will be focused on below-the-line activities and include price incentives, special offers, and branded merchandise.

Tuborg was first exported to the US in the 1880s, with some of the first shipments arriving on the same ships that brought settlers from Scandinavia. Tuborg was last available in the US market in 1994.