CARLSBERG Pilsner in pursuit of better

Carlsberg UK has unveiled a new, better Carlsberg Danish Pilsner and accompanying ‘betterments’ that will improve the consumer drinking experience and minimise its environmental impact, as part of a bold strategy to revitalise its flagship beer in the UK.

New Carlsberg Danish Pilsner is available from 1 March, supported by a multi-million pound investment and new visual identity. The launch will be supported by the brand’s most ambitious, integrated consumer marketing campaign to date, incorporating TV, digital and out-ofhome, which will be revealed in April and run throughout 2019.

Carlsberg Danish Pilsner remains at 3.8% ABV and retains the light, refreshing qualities of its predecessor but has been ‘rebrewed from head to hop’ to deliver a smoother, fuller mouth-feel and a perfect balance of bitterness and sweetness. Citrus and floral hop aromas deliver greater depth of flavour and a hoppy aftertaste.

Carlsberg UK is also rolling out ground-breaking sustainable packaging innovations for its Danish Pilsner. The Snap Pack – which reduces plastic usage through innovative glue technology – is a step forward towards Carlsberg UK’s goal of reducing the plastic for its Pilsner cans by 50% from brewery to store. New environmentallyfriendly ‘Greener Green’ ink

incorporated in bottle labels and outer packaging will improve packaging recyclability.

“Carlsberg Danish Pilsner will continue to represent the biggest segment in UK beer in five years’ time and remains crucial to the health of the beer category overall. We have reinvigorated Carlsberg Export In recent years and now we’re committed to enhancing the Carlsberg Danish Pilsner drinking experience.”