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.