Carlsberg to reinforce Tuborg brand’s premium credentials

Carlsberg is looking to bolster the premium positioning of its Tuborg brand in the UK as it cuts the alcohol volume of the drink.

Carlsberg is looking to ramp up the premium credentials of its Tuborg brand.

The brewer is developing a marketing campaign to convince drinkers the lowering of the abv from 4.6 per cent to 4 per cent will not compromise the taste.

It aims to make the beer brand more “accessible” to younger drinkers, the Danish brewer says, in response to research it conducted which revealed they want a lower-strength premium word beer.

Carlsberg uses music tie-ups and digital marketing to promote Tuborg’s aspirational positioning to younger drinkers, however by cutting the beer’s alcohol volume it hopes to broaden the beer’s appeal among men and women. The move will see the brand go head-to-head with world beers such as Molson Coor’s Corona, which has developed a strong following among casual drinkers through its premium postioning despite being a lower strength beer.

The strategy has been echoed by rival brewers in the past including AB Inbev’s Stella Artois and Diageo’s Guinness as the industry looks to claw back drinkers who have moved to cheaper ciders and rival lower ABV alternatives.

A spokeswoman for Carlsberg says: “We pride ourselves on responding to our customers’ needs and ensuring we can provide them with the best and most complementary portfolio of beers from any brewer.

“As such, Tuborg’s ABV is being slightly reduced to 4 per cent in the coming months. Our master brewers will ensure that neither the taste nor enjoyment will be compromised and consumers will not notice a difference.  It will be supported significantly and details of this will be revealed nearer the time.”

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