Carlsberg is launching limited edition packs for its 3.8% ABV beer – called ‘The København Collection’ – as part of its £15m marketing spend to connect with millennial drinkers.
Each pack in the København Collection – Danish for Copenhagen – is an abstract interpretation of Carlsberg beer’s ingredients: barley, hops and its legendary brewers’ yeast.
The limited edition packs will be available between February and September 2017 in a variety of can and bottle formats, including a new premium 330ml-sized bottle.
Liam Newton, vice president of marketing at Carlsberg UK, said: “The København Collection is a bold launch for Carlsberg in the UK, marking 170 years of brewing excellence. Carlsberg has a remarkable place in the history of brewing when our founder, J.C. Jacobsen, and his team of beer scientists discovered purified yeast in 1883 – which changed the quality of lager that is enjoyed to this day. These designs communicate Carlsberg’s unique place in beer in a manner that we believe will engage millennials.”
The København Collection complements the new-look design for the brewer’s premium Carlsberg Export brand, also available from February. The brand has been transformed with a new design influenced by the cross from the Danish flag.
The relaunch of the Carlsberg brand will be supported by a £15m campaign incorporating media and integrated consumer activity, launching in April. The campaign will celebrate the brand’s Danish heritage and taps into consumer demand for authenticity and the trend towards premiumisation in the beer category.