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Tuborg rolls out in UK
Carlsberg’s launch of Tuborg in the UK began this month, following the brand’s success in Russia and Eastern Europe. After an initial launch in the off-trade, the Danish lager brand will also be rolled out in the on-trade. One of the major drivers of the brand’s success so far has been its closure: a ring pull cap, with the intention of providing both convenience and freshness.
Tuborg is now the second-largest brand in Carlsberg’s portfolio, and is initially being made available in 8 and 20 packs of 275ml bottles (at £5.98 and £12.98 respectively). At 4.6% abv, Carlsberg hopes to attract both mainstream and premium lager drinkers. There are plans to extend the brand’s existing music ties in Europe to the UK, as part of a £5 million marketing campaign, which will also cover poster and press activity, as well as an online campaign.
Clinton Cawood, 11/04/07