Carlsberg UK has redesigned its San Miguel bottle with the aim better reflecting the brand’s heritage.

The new bottle features its new logo incorporating a globe with the message ‘Exploring the World Since 1890’, together with the distinctive San Miguel ribbon. Embossed lettering at the foot of the bottle further reinforces its premium credentials.

The bottle’s secondary packaging has also been updated to include imagery of its new chalice glass and bottle design. New packs will be available later this month.

This move is part of an ongoing programme of premiumisation for the brand which, Carlsberg UK claims, saw a 27% increase in off-trade sales during 2015. It follows on from the launch of a new can design in November 2015 that features the new logo and a matt white finish.

David Scott, marketing director, said: “In the UK, demand for premium beers with heritage and authenticity continues to grow. San Miguel has an amazing history full of adventure, exploration and optimism and it’s the brand’s quality since 1890 that continues to be celebrated in all corners of the globe.

“2016 promises to be a big year for San Miguel, and the new premium packaging is just one piece of an exciting programme of activity – more of which will be revealed soon.”