New Danish Pilsner from Carlsberg
Carlsberg UK has unveiled a new Carlsberg Danish Pilsner and accompanying ‘betterments’ designed to improve the consumer drinking experience as part of a strategy to revitalise its flagship beer in the UK.
New Carlsberg Danish Pilsner will be available in trade from 1 March, supported by a multi-million pound investment and new visual identity which aims to increase brand quality perceptions. The trade launch will be supported by the brand’s most ambitious, integrated consumer marketing campaign to date, incorporating TV, digital and out-of-home, which will be revealed in April and run throughout 2019.
The brewer says it has enhanced every aspect of its beer – including the choice of ingredients through to the brewing process – in order to brew its best ever quality beer. Carlsberg considers it to be a perfectly-balanced Danish Pilsner.
Carlsberg Danish Pilsner remains at 3.8% ABV and retains the light, refreshing qualities of its predecessor but has been ‘rebrewed from head to hop’ to deliver a smoother, fuller mouth-feel and a perfect balance of bitterness and sweetness. Distinctive citrus and floral hop aromas deliver greater depth of flavour and a hoppy moreish aftertaste that will stay with you until the final sip.
Better drinking experience
In the trade, the brewer will focus efforts on elevating the consumer drinking experience around Carlsberg Danish Pilsner through a series of betterments, including:
- New stemmed glass with tapered top to enhance aroma and improved nucleation for better head retention
- New fount, inspired by Danish ceramics, that delivers 360-degree branding and guidance on the perfect serve for bar staff
- Bar staff education, perfect pour training and consumer sampling
- ZerO₂ cap on bottles that removes oxygen, preserving the freshness and life of the beer
Liam Newton, Vice President Marketing, Carlsberg UK said: “In launching our new, perfectly balanced Carlsberg Danish Pilsner, we’re toasting the brewing passion of our founder J.C. Jacobsen and his legacy of pursuing better, which started over 170 years ago.
“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 remains 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 Expørt and we’re now committed to enhancing every aspect of the Carlsberg Danish Pilsner drinking experience, ultimately encouraging the trade and beer drinkers to re-appraise our brand.”
Bhavya Mandanna, Master Brewer at Carlsberg UK adds: “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. The result is a smooth, perfectly balanced, Danish Pilsner.”
Initial consumer research indicates that Carlsberg’s new Danish Pilsner has driven a significant shift in perceptions, with 68% of UK lager drinkers suggesting they prefer the taste of Carlsberg Pilsner over the current UK No1 mainstream lager. Preference for Pilsner was most significant amongst younger and more affluent consumers.