CARLSBERG is launching Tuborg, its second biggest brand in the Carlsberg group, into the UK from April.
Carlsberg says the Danish brand has already been a success in Russia and Eastern Europe.
The 4.6% abv lager is aimed at 18- to 30-year-old drinkers and will initially be available in 275ml eight- and 20-packs.
There will also be a concurrent launch into the on trade.
The brand has a strong tie with music, including sponsorship of several festivals throughout Europe.
The bottle packaging features a unique ring-pull cap which negates the need for a bottle opener.
The launch will be supported by £5m-worth of marketing support, including nationwide poster and press activity and strong links through MySpace.
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