Carlsberg is revamping its flagship brand to better connect with millennials through a £15million spend and by relaunching Carlsberg Export from January 2017.
The look and feel of Carlsberg Export will be changed with a new design from Taxi, that reflects the brand’s Danish heritage and reinforces its premium credentials. All consumer touch points have been refreshed, including a new bar font and glassware, through to a new 330ml-sized bottle.
The new design has been influenced by the cross from the Danish flag, while the signature of founder, J.C. Jacobsen, and the word ‘København’, underline the brand’s roots.
The premiumisation of the Carlsberg brand will continue into early summer 2017, when limited-edition packaging will be launched for the Carlsberg 3.8% ABV beer and the bottle increased to a 330ml size.
The new approach has been developed following a year-long project comprising consumer research, category analysis and trends monitoring. Its aim is to confront the long-term decline seen in the lager category by engaging with the consumer group identified as the most influential and responsible for driving key trends; millennials.
Liam Newton, vice president of marketing, Carlsberg UK says: “The fundamental reason for the decline in the beer category is the fact the biggest segments, standard and premium lager, are losing relevance with millennial consumers. In our eyes, the dramatic change in the UK beer market requires bold action, and an even bolder approach, and this lies at the heart of our revitalisation of Carlsberg.
“Standard and premium lagers recruit new drinkers, and if consumers don’t enter through these segments, it is unlikely they will move into world and craft. This means brands like Carlsberg and premium beers like Carlsberg Export remain vital to the long-term health of the entire beer category.”
The relaunch of the Carlsberg brand will be supported by a £15million campaign incorporating media and integrated consumer activity. The campaign will celebrate the brand’s Danish heritage and taps into consumer demand for authenticity and the trend towards premiumisation in the beer category.
Newton says: “By reminding people of where Carlsberg comes from and adopting some of the positive attributes from the people of Denmark, we believe we will have a powerful platform from which to connect with millennials in a meaningful way.”
9 December 2016 - Sam Coyne The Drinks Report, editorial assistant