Carlsberg is attempting to revive its Tuborg lager brand in the UK after almost a decade. The brand disappeared in the late 90s after it was given a £6m makeover in 1995.
The company is investing £5m to support the relaunch of the brand, which will be positioned as a rival to Heineken-owned Amstel in the premium standard lager market. The 4.6abv lager will be marketed as an “easy drinking” lager to appeal to 18-30 year olds. It will be launched in the off-trade on April 2 and will be available initially in 275ml cans.
The launch will be supported by nationwide outdoor and press campaign. The new brand will also feature heavily on the Internet through links with sites such as MySpace.com.
The brand originated in Denmark, and already exists in Russia and Eastern Europe.