Carlsberg has released a chilled variant of its Carlsberg Export lager Carlsberg Export Extra Cold completing the roll out of its entire portfolio in the Extra Cold format.
The newcomer has been on trial in selected outlets for the past few months.
Served at 3°C to 4°C, Export Extra Cold is dispensed via a new version of the brand's font, which has been given a blue tint to differentiate it from its standard strength stablemate's green.
Carlsberg said the launch of Carlsberg Export Extra Cold was designed to build on the introduction of Carlsberg Extra Cold in 2004, which, it claimed, had won more than 5,000 listings. It added that it planned to support the roll out with a "major push for distribution and sales ahead of the summer trading period".
A range of PoS material will also be printed as part of a £1m investment.
Doug Clydesdale, managing director for brands and sales at Carlsberg UK, said: "We are delighted to add Carlsberg Export Extra Cold to our draught beer offering and we are confident it will repeat the impact of Carlsberg Extra Cold by adding category and brand sales to pubs and clubs."
He added: "Many consumers enjoy the taste and refreshment of colder beer and we are the first major national brewer to offer Extra Cold draught brands at point of purchase to the consumer in the three major product categories."