Carlsberg UK is to release an unfiltered Pilsner lager on draught in the UK as part of a new rotational tap programme to support innovation.
Carlsberg Unfiltered, at 4.2% ABV, retains some of the naturally occurring yeast to create a Danish-style Pilsner beer that has a crisp and richer taste and a hazy colour.
It will be introduced to the on-trade in June as the second beer in the Carlsberg Tap Rotation programme that has begun this month with Carlsberg 1883 – a re-creation of Carlsberg’s original recipe using 134-year-old yeast.
The rotational tap has been developed to support innovation, attracting new drinkers into world beers and encouraging trade-up.
Carlsberg UK marketing controller Lynsey Woods said: “Carlsberg Unfiltered opens up the doors to people who love our lager’s personality but want to try something a bit different with more flavour.”
The brewer has also unveiled a new look for its Yorkshire beer Tetley’s across all formats including cask and Smoothflow, pictured below.
Due to be rolled out this spring, it draws on the brand’s heritage that dates back to 1822, including an interpretation of the Tetley family’s original coat of arms, using symbols inspired by their previous business as maltsters.
It gives the brand a more contemporary look to make it more relevant in the current beer market but without changing the beer with its signature double-strain yeast.
Liam Newton, vice president for marketing at Carlsberg UK, said: “It’s the start of us trying to revitalise the Tetley brand.”