Tuborg is sporting a new, premium look, with a refreshed, modern identity reflected across every element of the brand including bottles, cans and branded glasses from this month. The new look and feel will also have a high profile on the bar, with a new tap handle and 3D lens available now, and an innovative new font available from August.
The new image for the brand coincides with a reduction in ABV to 4% from 4.6%. The change meets growing consumer take-up of premium beers at the 4% level, as well as giving Tuborg a distinctive position within the Carlsberg UK portfolio.
David Scott, Director of Brands and Insight at Carlsberg UK, said: “There is strong consumer demand for premium beers at 4% ABV, and Tuborg’s new positioning will significantly strengthen licensees’ offer in this segment.”
Tuborg’s strong links with live music continue. The new premium branding will be showcased at a hospitality area at Glastonbury, as well as in the Tuborg Town experiential area at other major UK music festivals this summer, including Hard Rock Calling, Wireless and Reading. Licensees can order Tuborg branded glasses, along with a range of POS featuring the new graphics, at the We Deliver More website.
About Carlsberg Group
The Carlsberg Group is one of the leading brewery groups in the world. The flagship brand – Carlsberg – is one of the best-known beer brands in the world and the Baltika, Carlsberg and Tuborg brands are among the six biggest brands in Europe. More than 43.000 people work for the Carlsberg Group, and its products are sold in more than 150 markets.
Carlsberg UK is one of the largest brewers in the UK, employing 1,800 people and boasting household name brands including Carlsberg, Tuborg, San Miguel, Tetley’s and Somersby.