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DENMARK: Royal Unibrew launches new water brand

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Royal Unibrew is to launch a new spring water brand in Denmark next year. The Danish brewery group, formerly known as Bryggerigruppen, will introduce Egekilde on 1 January.

Speaking to local press, Royal Unibrew's marketing director, Steffen Hjermind, said that the brand, which will be available both in carbonated and still forms, will challenge the existing spring water brands on the local market.

The launch of Egekilde is part of Royal Unibrew's new spring and mineral water strategy in Denmark, which has also included suspending the import and distribution of Ramlosa mineral water from Sweden and the Italian brand San Benedetto.

Following Carlsberg's takeover of Swedish mineral water producer Ramlosa Halsobrunn in 2001, the Danish brewer plans to distribute Ramlosa in its home market from the beginning of next year, local reports have claimed.


Sectors: Beer & cider, Water

Companies: Carlsberg

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