Carlsberg sets sights on Millennial customers with new packaging
New 300ml bottles carrying the new design, “an abstract interpretation” of the 3.8% lager’s ingredients, will be available across the on-trade until September 2017.
It has named the new packaging 'The København Collection' after the Danish capital city.
Carlsberg vice-president of marketing Liam Newton said: “These designs communicate Carlsberg’s unique place in beer in a manner that we believe will engage Millennials.”
Wider effort
This comes as part of a wider effort by Carlsberg to revitalise its brand and make it more appealing to Millennials who are increasingly willing to trade-up and “premiumise” their drinks purchases.
Research by Carlsberg suggested that Millennials also influence non-Millennials to make similar purchases.
Danish heritage
Carlsberg is supporting its revitalisation with a £15m marketing campaign designed to celebrate the beer’s Danish heritage.
Carlsberg is not the first major beer brand to set its sights on the Millennials market with a rebrand.
In November 2016, Marston’s announced a considerable overhaul of some of its key brands which would bring them in line with the modern beer market.
