Carlsberg launches ‘Københaven’ redesign in UK

Carlsberg UK is to roll out new limited edition packaging for its flagship beer as part of a new £15 million marketing campaign.

Aimed at connecting with “millennial” drinkers the new packaging has been dubbed the ‘Københaven collection’ – after the Danish for Copenhagen – and has been “inspired by the beautiful simplicity of Danish design”.

The limited edition packs will be available in the UK off-trade from February to September 2017 in both can and bottle formats. The 330ml bottles will also be available in the on-trade.

The Københaven collection will complement a new design for Carlsberg’s ‘Export’ brand, which will also be rolled out this February.

Both beers will be supported by a new marketing campaign including widespread media and consumer activity which will be launched in April.

The campaign will apparently focus on the brand’s Danish heritage and seek to tap into “consumer demand for authenticity and the trend towards premiumisation in the beer category.”

Liam Newton, vice president of marketing, 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.”