Described as a ‘refreshing, crisp, sunshine’ lager, Fresca joins Carlsberg UK’s portfolio of premium bottled beers, which includes San Miguel, Tuborg, Staropramen and Mahou.
In Spain, the word ‘fresca’ is used to describe a thirst-quenching, chilled drink, which encapsulates the brand’s core consumer appeal, claimed Carlsberg.
David Scott, director of customer marketing for Carlsberg UK, said there was strong and growing demand for desirable brands with broad appeal and
that Fresca fits that bill while carrying the credibility of the San Miguel brand.
“We are serious about this beer and we are serious about investing in the on-trade with robust and substantial support,” said Scott, adding that Carlsberg UK was confident that its £6m campaign will attract new consumers not only from other beer brands but also from other categories.
Research commissioned by Carlsberg UK highlights an ABC1 consumer profile for Fresca on key on-trade occasions, such as nights out with friends, watching live music and al fresco dining.
Scott added: “With much needed investment in the on-trade, there is no better time to stock Fresca.”
Further details of the marketing campaign will be announced later in the year.