Carlsberg drops XXXX ‘upgrade’

Carlsberg-Tetley has ditched plans to launch a premium Castlemaine XXXX, claiming it would cannibalise sales of its successful Carlsberg Export lager.

Last year, Carlsberg-Tetley confirmed it was working on a project to upgrade the standard lager to about five per cent proof.

But in a U-turn, the company says the strength of Carlsberg Export sales decided it against the project. Castlemaine XXXX will remain at four per cent proof.

A company spokesman also says that Carlsberg-Tetley has recently been focusing on Carlsberg, which is the sponsor of the Euro 96 football championships.

The brand’s standard lager is being relaunched before the contest.

But the spokesman denies that support behind Castlemaine XXXX is being reduced.

“Spend is not being decreased. We are fully behind the brand,” he adds.

Sources say Carlsberg-Tetley is throwing the bulk of its advertising and marketing spend behind Carlsberg, in an effort to make it the company’s main brand.

It is understood that ad support for smaller brands such as Skol, Tuborg Gold and Oranjeboom has been dropped.

In a further move, Castlemaine XXXX will be sold in 440ml instead of 500ml cans. The company claims additional profits will be ploughed back into promotions.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here