Carlsberg UK creates the København Collection

Carlsberg UK’s revitalisation of its flagship Carlsberg brand continues with the launch of limited edition packaging for its 3.8% ABV beer – The København Collection.

As part of the brand’s planned £15m marketing spend to connect with millennial drinkers, each pack in the København Collection (Danish for Copenhagen) embodies an abstract interpretation of Carlsberg beer’s ingredients: barley, hops and brewers’ yeast.

The limited edition packs will be available across the UK off-trade between February and September 2017 in a variety of can and bottle formats, including a new premium 330ml-sized bottle and outer packaging. The premium 330ml-sized bottle will also be available in UK on-trade pubs, bars and restaurants.

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, JC 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.”

The re-launch of the Carlsberg brand will be supported by a £15m campaign, launching in April, which will celebrate the brand’s Danish heritage and tap into consumer demand for authenticity and the trend towards premiumisation in the beer category.

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