Carlsberg has brought its Tuborg Christmas Brew to the UK as it seeks to tap into consumer thirst for new beers.
Bottles of Tuborg Christmas Brew are exclusively available in JD Wetherspoon pubs across the UK for the next 10 weeks, Carlsberg said today (22 November). The launch comes as brewers attempt to diversify their portfolios on a tough UK beer market.
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The 5.6% abv beer is brewed with lager, müchehener and caramel malt, plus English liquorice. It has already performed well in Denmark, where it is the fourth biggest beer brand by volume, despite only being available for ten weeks of the year.
Carlsberg said that it could not disclose pricing details for the beer.
High-end bottled lager, imports and real ales have continued to perform well in the UK amid a torrid time for the mainstream beer sector. Last week, SABMiller reported that volume sales at its Miller Brands arm in the UK, which imports Peroni Nastro Azzurro, Tyskie and Miller Genuine Draft, rose by 25% in the six months to the end of September, albeit off a low base.
The UK beer market, meanwhile, reported its biggest quarterly fall since records began in the third quarter of 2010.
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