Carlsberg rebrands its Export lager with Danish design
Carlsberg is to rebrand Carlsberg Export in a bid to attract the millennial market to the premium lager.
The brew hasn't changed, but Carlsberg UK vice-president of marketing Liam Newton said the rebrand was necessary to address ailing sales in the standard and premium beer categories.
He said: "Standard and premium lagers recruit new drinkers, and if consumers don't enter through these segments, it is unlikely they will move into world and craft. This means brands like Carlsberg and premium beers like Carlsberg Export remain vital to the long-term health of the entire beer category."
Newton said that because many customers think all mainstream lagers are the same, operators are following suit and pushing some brands aside in favour of craft beer.
"Everyone knows Carlsberg for its advertising [through it's Probably the best… campaigns] but the problem is people don't know the brand beyond the advertising."
The revitalised Carlsberg Export will be available in January with a new bar font and glassware, and a new premium 330ml-sized bottle. Its launch is being supported by a £15m advertising campaign.
Newton added: "By reminding people of where Carlsberg comes from and adopting some of the positive attributes from the people of Denmark, we believe we will have a powerful platform from which to connect with millennials in a meaningful way."
