UK: Carlsberg unveils £28m relaunch for its brands
Carlsberg-Tetley has unveiled plans to invest £28m in its two leading brands as part of a three-year strategic plan to strengthen the company's position in the UK market.
Speaking at length to just-drinks today, CEO Colin Povey said: "This is part of a larger total investment. The bigger brands continue to get bigger at the expense of the smaller brands. The need for the leading players to keep a sustained level of investment is crucial."
The plans include the relaunching today of both the standard Carlsberg brand and Carlsberg Export, with new packaging, in particular aimed at differentiating the premium brand from its more standard stable-mate.
There will also be new marketing pushes behind both products, including TV and radio executions. Carlsberg Export is also set to benefit from a partnership with Danish supermodel Helena Christiensen.
Last year combined sales of Carlsberg grew 11% in the face of just 2% growth in the general market. Povey said: "The UK market is very competitive but we are looking to sustain and improve on that performance."
Part of the investment includes a £10m spend at the company's Northampton brewery to improves capacity and efficiency. In addition Carlsberg unveiled a "state-of-the-art dispense system as part of the newly designed fonts designed for the on-trade.
To be known as the "vortex tap" the innovation is said to improve head formation and retention and reduce pouring time to around 14 seconds.
The full interview with Carlsberg-Tetley CEO Colin Povey will be available on just-drinks later in the week.
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