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product news: Carlsberg adopts limited-edition packaging

John Wood ·

Carlsberg UK’s revitalisation of its flagship Carlsberg brand continues with the launch of limited edition packaging for its 3.8% ABV beer – called ‘The København Collection’ – as part of a planned £15m marketing spend to connect with millennial drinkers.

Each pack in the København Collection – Danish for Copenhagen – embodies an abstract interpretation of Carlsberg beer’s ingredients: barley, hops and its brewers’ yeast.

The limited edition packs will be available across the UK off-trade between February and September 2017 in a variety of can and bottle formats, including a new premium 330ml-sized bottle and outer packaging.

Liam Newton, vice president of marketing, Carlsberg UK, said: “The København Collection is a bold launch for Carlsberg in the UK, marking 170 years of brewing excellence. These designs communicate Carlsberg’s unique place in beer in a manner that we believe will engage millennials.”

The relaunch of the Carlsberg brand will be supported by a £15m campaign incorporating media and integrated consumer activity, launching in April.

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Weekly retail fuel prices: 19 August 2019
RegionDieselLPGSuper ULUL
East132.5364.57140.16129.06
East Midlands132.1066.40141.37129.07
London131.85141.85129.52
North East130.85144.25128.58
North West131.60139.66128.82
Northern Ireland129.13134.50126.35
Scotland131.8363.30140.01129.04
South East132.8662.50141.62129.81
South West132.24138.89129.06
Wales131.09138.10128.06
West Midlands131.8660.90141.24128.98
Yorkshire & Humber131.40140.49128.65

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