Carlsberg UK has reformulated its flagship Danish Pilsner in an attempt to revitalise sales of beer in the UK market.

Carlsberg claims its new Danish Pilsner (3.8% abv) retains the qualities of its predecessor, but has been ‘rebrewed from head to hop’ to deliver a smoother taste and balance of bitterness and sweetness.

The rebrewed product, which will be available from 1 March, is being supported by new look packaging and an integrated consumer marketing campaign.

The activity, which  includes TV, digital and out-of-home advertising, will be revealed in April and run throughout 2019.

Carlsberg UK vice president of marketing, Liam Newton, said: “In launching our new, perfectly balanced Carlsberg Danish Pilsner, we’re toasting the brewing passion of our founder J.C. Jacobsen and his legacy of pursuing better, which started over 170 years ago.

“Some of the most popular and recognisable beers, like Carlsberg Danish Pilsner, will continue to represent the biggest segment in UK beer in five years’ time and therefore remains crucial to the health of the beer category overall.”

Carlsberg UK master brewer, Bhavya Mandanna, added: “Our new Pilsner has a fuller body and a perfect balance of bitterness and sweetness made possible through modifications to our brewing process and the addition of bittering hops in the brewhouse.

“Aroma hops with citrus and floral top notes give a greater depth of flavour whilst maintaining the light and refreshing qualities of Carlsberg. The result is a smooth, perfectly balanced, Danish Pilsner.”