Carlsberg UK has unveiled a new Carlsberg Danish Pilsner and accompanying ‘betterments’ to improve the consumer drinking experience and minimise its environmental impact.
New Carlsberg Danish Pilsner will be available in trade from 1 March, supported by a multi-million pound investment and new visual identity which aims to increase brand quality perceptions.
The trade launch will be supported by the brand’s most ambitious, integrated consumer marketing campaign to date, incorporating TV, digital and out-of-home, which will be revealed in April and run throughout 2019.
Carlsberg Danish Pilsner remains at 3.8% ABV and retains the light, refreshing qualities of its predecessor but has been ‘rebrewed from head to hop’, enhancing very aspect of the beer – including the choice of ingredients through to the brewing process.
“Our new Pilsner has a fuller body and a perfect balance of bitterness and sweetness made possible through modifications to our brewing process and the addition of bittering hops in the brewhouse. Aroma hops with citrus and floral top notes give a greater depth of flavour whilst maintaining the light and refreshing qualities of Carlsberg. The result is a smooth, perfectly balanced, Danish Pilsner,” said Bhavya Mandanna, master brewer at Carlsberg UK.
In the trade, the brewer will focus efforts on elevating the consumer drinking experience around Carlsberg Danish Pilsner through a series of betterments, including, among others, consumer sampling and ZerO₂ cap on bottles that removes oxygen, preserving the freshness and life of the beer.
Carlsberg has also rolled out its sustainable packaging innovation, Snap Pack, for Danish Pilsner. Snap Pack reduces plastic usage through an innovative glue technology.
Liam Newton, vice president marketing, Carlsberg UK said: “In launching our new, perfectly balanced Carlsberg Danish Pilsner, we’re toasting the brewing passion of our founder J.C. Jacobsen and his legacy of pursuing better, which started over 170 years ago.
“Some of the most popular and recognisable beers, like Carlsberg Danish Pilsner, will continue to represent the biggest segment in UK beer in five years’ time and therefore remains crucial to the health of the beer category overall. We’re firm believers in people drinking better beer, and people want better beer, so why wouldn’t we respond to this consumer need?”