CARLSBERG is taking the first step towards revitalising its flagship brand, with a relaunch of Carlsberg Export from this month and a £15m marketing spend designed to connect with 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.”
The relaunch of the brand will be supported by a campaign celebrating its Danish heritage.
Newton said: “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.”