Carlsberg has a new recipe, a new font, a new bottle design and even a new name, as part of a "bold strategy" to revitalise the beer in the UK.
Carlsberg Danish Pilsner will be launched on March 1, supported by a multi-million pound marketing campaign, to include TV, digital and out-of-home advertising running from April through the rest of 2019, confirmed Carlsberg UK.
The company says it has enhanced every aspect of the lager, from the ingredients used to make it, through to the brewing process, in a bid to create its best quality beer to date.
The beer remains at 3.8 per cent ABV and retains some of the qualities of the Carlsberg we already know, such as being light and refreshing, but the new recipe gives the brew a fuller mouth-feel and a perfect balance of bitterness and sweetness, said Bhavya Mandanna, master brewer at Carlsberg UK.
In the on-trade there will be new stemmed branded glassware, a new font inspired by Danish ceramics, a bar staff education programme and customer sampling, while a special cap on bottles removes oxygen, preserving the freshness and life of the beer.
Liam Newton, vice president marketing, Carlsberg UK said: "Some of the most popular and recognisable beers, like Carlsberg Danish Pilsner, will continue to represent the biggest segment in UK beer in five years' time and therefore remains crucial to the health of the beer category overall. We're firm believers in people drinking better beer, and people want better beer, so why wouldn't we respond to this consumer need?
"In recent years we have reinvigorated our premium Carlsberg Expørt and we're now committed to enhancing every aspect of the Carlsberg Danish Pilsner drinking experience, ultimately encouraging the trade and beer drinkers to re-appraise our brand."
The company claims that initial consumer research suggests that 68 per cent of UK lager drinkers prefer the taste of the new Carlsberg over the current UK number one mainstream lager (Cardinal Brew Research, Dec 18. Sample: 160 UK lager drinkers, aged 18-54).