Carlsberg snaps up ‘.beer’ domains

Danish brewer Carlsberg has purchased several ‘.beer’ internet domain names in the hope of attracting a wider online audience to its products.

Carlsberg has also purchased the “football.beer” domain (Photo: Carlsberg)

The brewer has bought web addresses such as “tuborg.beer”, “holsten.beer” and “kronenbourg.beer” and will be used to promote its leading brands, investment site Proactiveinvestors.co.uk reports.

Carlsberg has also secured other, non-brand domain names such as “quality.beer” and “football.beer” for use in their marketing and branding activities.

The “football.beer” domain is expected to support marketing around Carlsberg’s sponsorship of the UEFA Euro 2016 championship next year, as well as Premier League football.

Carlsberg has been praised for its inventive marketing stunts in the UK lately. Following the recent furore over the “Beach Body Ready” campaign by a protein drink company on London transport billboards, Carlsberg were quick to pounce on the opportunity to offer its own spin, with its “Beer Body Ready” posters.

Also, a Carlsberg billboard in East London that dispensed free beer proved a hit in April, attracting hundreds of people to pour themselves a free pint.

“As one of the four largest global brewers we were excited to learn about the new .beer top-level domain,” said Niels Lund-Johansen, Carlsberg’s IP director.

“It makes sense for us to register certain .beer domains for our brands as well as for new campaigns and promotions, as in the case of football.beer and quality.beer – words that are a natural fit for Carlsberg and our consumers.”