Carlsberg Joins the Fight to Revamp the Beer Industry

Carlsberg is launching a new Blackcurrant flavoured beer in an effort to take advantage of growing demand for "easy-to-drink beer" and penetrate the largely untouched category of younger beer drinkers.

The move comes just a week after one of the world’s leading brewers – SABMiller, announced it was planning to launch a new range of beers aimed at wine and spirit drinkers.  Alan Clark, chief executive of SABMiller, claimed that the beer market has been neglected for a number of years and is in much need of rejuvenation.

Carlsbergs’ expansion into this category will come in the form of a 2.8% Blackcurrant flavoured beer, which will be available in a range of pack sizes, including a new 660ml sized bottle for those who wish to share the beverage.

The new product which will be pushed by a £3m marketing campaign is to be promoted as “refreshing” and “easy-to-drink”, a strategy reflecting that of Carling Fruit Coolers and Foster’s Radle, both of which also offer a lower-strength beer. Carlsberg will additionally look to target opportunities concerning music and summer events, a strategy pursued by Heineken when it sought to penetrate the younger drinkers’ category.   

Senior brand manager for Carlsberg UK, Dharmesh Rana, says the company is looking to establish a range of beers that “appeal to every occasion and consumer”. According to the senior brand manager “insight shows consumers are looking for a range of flavours from established everyday categories and the brands within them.” She continues to add that the company are confident it will soon become a core part of the Carlsberg family of brands.

Carlsberg will hope to emulate the success of Heineken – whose tequila-flavoured beer 'Desperado' has gone down a storm with youngsters and given new hope in there being room for change in the beer industry.

Understanding how the beer market is evolving directly due to market trends is essential business information. Market intelligence will provide you with the actual market situation, key drivers and trends behind the market and forecasts for the industry so that you can stay ahead of the competition. The Industry Report Store has a variety of beverage reports, providing insight into the current market situation as well as potential opportunities for the future. Here are some of our most popular Beer Market titles:

United Kingdom Beer Market Insights 2013

The Premium Beer Market 2013

Global Brewer Analyser Report 2013 

Global Beer Trends Report 2013 

Contact us if you would like any sample pages or if you want to enquire about any reports that we might have.

Sources: Marketing Week, image

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