Carlsberg Export returns to Danish roots in £15m relaunch

Carlsberg is to revitalize its Export brand with a redesign inspired by its Danish heritage and a £15m marketing campaign targeted at millennial drinkers.

The new design is inspired by the iconic cross from the Danish flag and features the signature of founder, J.C. Jacobsen and the word ‘København’ – Danish for Copenhagen – to underline the brand’s roots.

The rebrand also includes a new bar font and glassware, plus limited edition packaging for the Carlsberg 3.8% ABV beer, including a new 330ml size bottle, which will be unveiled Summer 2017.

The new approach is an attempt to readdress the long-term decline in premium lager consumption by luring discerning millennial drinkers – aged 18-34 years old – back to the brand.

An accompanying £15m media campaign will celebrate the brand’s Danish heritage and tap into consumer demand for authenticity and premium quality beer, which Carlsberg says is particularity strong among the UK’s 14.7 million millennial drinkers.

Liam Newton, Vice President of Marketing, Carlsberg UK, said, “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.”

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