Tuborg is sporting a new, premium look, with a refreshed, modern identity reflected across every element of the brand including bottles and cans from this month. The new look and feel will also have a high profile on the bar, with a new tap handle, font and branded glassware.
The new image for the brand coincides with a reduction in ABV to 4% from 4.6%. The change meets growing consumer take-up of premium beers at the 4% level, as well as giving Tuborg a distinctive position within the Carlsberg UK portfolio.
David Scott, Director of Brands and Insight at Carlsberg UK, said: “There is strong consumer demand for premium beers at 4% ABV, and Tuborg’s new positioning will significantly strengthen licensees’ offer in this segment. We’ve further broadened the brand’s appeal to premium lager drinkers, which will attract new customers, while our master brewers have ensured that there’s no compromise on taste for Tuborg’s loyal following.”
Tuborg’s strong links with live music continue. The new premium branding will be showcased at a hospitality area at Glastonbury, as well as in the Tuborg Town experiential area at other major UK music festivals this summer, including Hard Rock Calling, Wireless and Reading.
Licensees can order Tuborg branded glasses, along with a range of POS featuring the new graphics, at the We Deliver More website www.carlsbergwedelivermore.co.uk.
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Issued on behalf of Carlsberg UK by:
John Porter
ShielPorter Communications
07734 054389
john@shielporter.com
About Carlsberg Group
The Carlsberg Group is one of the leading brewery groups in the world, with a large portfolio of beer and other beverage brands. The flagship brand – Carlsberg – is one of the best-known beer brands in the world and the Baltika, Carlsberg and Tuborg brands are among the six biggest brands in Europe. More than 43.000 people work for the Carlsberg Group, and its products are sold in more than 150 markets. In 2010, the Carlsberg Group sold more than 135 hectolitres of beer, which is about 40 billion bottles of beer annually.
About Carlsberg UK
Carlsberg UK is one of the largest brewers in the UK, employing 1,800 people and boasting household name brands including Carlsberg, Tuborg, San Miguel, Tetley’s and Somersby.