Carlsberg to resurrect Elephant premium lager after seven years

Carlsberg UK is relaunching premium lager Carlsberg Elephant in the UK, after the brand disappeared from shelves in 1999.

It was scrapped in the UK amid production problems, as the brewer struggled to meet demand for it alongside the flagship Carlsberg and Carlsberg Extra drinks.

Carlsberg has now increased capacity and Carlsberg Elephant will be rolled out in 275ml bottles through selected retailers and bars. It will have an ABV of 7.2%, equivalent to two units of alcohol per bottle.

The brewer is remaining tight-lipped about marketing support for the relaunch. Carlsberg Elephant joins Carlsberg Export, Holsten Pils and the recently launched Birra Poretti in the company’s premium lager brands portfolio.

The brand name stems from the elephant icon that is a symbol of both the Carlsberg brewery and Copenhagen, where the beer was first brewed.

Carlsberg Elephant remained available in other countries while off the shelves in the UK. Denmark, Germany and the US are the biggest markets for the brand.

Darran Britton, marketing director of Carlsberg UK, says: “We have decided to relaunch Carlsberg Elephant in the UK due to popular consumer demand. Our customer helpline has received numerous calls and emails from people who have fallen in love with Elephant beer when they have tried it overseas and want to know where they can buy it in the UK.

“The speciality beer market is growing and we are very pleased to be able to offer UK consumers such a popular beer.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big 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 are 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.

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