Scottish Grocer & Convenience Retailer

Off-trade

Danish flavoured festivals

CARLSBERG joined music company Live Nation to add a Scandinavian flavour to festivals throughout the UK this summer.

As part of its The Danish Way campaign, the brand created the Danish Quarter bar to travel to music festivals throughout the UK including Leeds, the V Festival and TRNSMT in Glasgow.

As well as draught beer and cider, the Danish Quarter offered revellers live music, late-night DJs, a GIF booth and Danish masterclasses.

And the Carlsberg brew master, Bhavya Mandanna, worked with Danish restaurant Snaps+Rye to pair Carlsberg drinks with Scandinavian snacks.

Vice president marketing at Carlsberg UK, Liam Newton, said: “The Danish Quarter has been designed to amplify all of the fantastic activity we’ve been implementing both in the on and off-trade as part of our The Danish Way campaign.

“As we continue to focus our efforts on connecting with millennial drinkers, we see this as another interactive and engaging key brand touch point in line with the broader strategy.”

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