Carlsberg reworks lager brand as Danish Pilsner

Carlsberg UK is to relaunch its main standard lager brand in the UK on March 1.

The brand will be renamed Carlsberg Danish Pilsner and will be supported by what the brewer called its “most ambitious” marketing campaign to date, including TV, digital and outdoor support from April.

It will remain at 3.8% abv but has been “rebrewed from head to hop” to deliver a smoother mouthfeel and greater depth of flavour, Carlsberg said.

A new bottle cap will remove oxygen to improve freshness.

The rings that hold cans together in multi-can packs are being replaced by glue to reduce the brewer’s plastic use, while new ink for bottle labels and outer packaging will improve recycling capability.

Liam Newton, vice president of marketing at Carlsberg UK, said: “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, remain 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? 

“In recent years we have reinvigorated our premium Carlsberg Export and we’re now committed to enhancing every aspect of the Carlsberg Danish Pilsner drinking experience, ultimately encouraging the trade and beer drinkers to reappraise our brand.”

Master brewer 
Bhavya Mandanna added: “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.”