Carlsberg-Tetley is taking on premium lagers Stella Artois, Kronenbourg and Heineken Export with a 10m marketing drive focused on its Carlsberg Export brand.
The move is thought to be inspired by C-T’s Danish owner Carlsberg, which has used its influence since it took control of the brewer last year to push the C-T brands. The marketing push behind Export will be additional to other C-T spend.
Carlsberg Export, which is the third highest selling premium lager through pubs and clubs, has not been advertised before, but has been promoted under the umbrella of the standard Carlsberg brand.
It will be given its own ad campaign, created by Saatchi & Saatchi, which will run after the World Cup Finals competition in July.
The brand, which has an alcoholic strength of 4.7 per cent by volume, will be launched into “off-trade” supermarkets and off-licences in a 440ml can. At present it is only available in bottle-form in pubs. The launch into the off-trade could significantly boost its sales, given that this sector is worth 776m, or one third of the total premium lager market, with the rest sold through pubs and clubs.
The activity behind Carlsberg Export represents an attempt by Carlsberg-Tetley to plug a gap in its beer range with a premium lager. C-T already spends 4.5m on advertising the standard 4.2 per cent Carlsberg brand.