CARLSBERG GROUP

 

Carlsberg GROUP

Carlsberg is the flagship beer brand in Carlsberg Group's portfolio of 155 brands. It is a 5% abv pilsner beer (3.8% in the UK and branded as Carlsberg Danish Pilsner) with a global distribution to 140 markets. It is also known as Carlsberg Lager, Carlsberg Beer and Carlsberg Pilsner. It was first brewed in 1904, and was created by Carl Jacobsen, son of Carlsberg's founder JC Jacobsen.

The introduction of the Carlsberg pilsner also saw the reintroduction of the Art Nouveau-style logo that has been used nearly unmodified since 1904, and later became the logo of the entire company. It was designed by Thorvald Bindesbøll.

In Denmark the beer is often known as Hof (court) due to its Royal Warrant. This nickname was adopted into the brand in 1931 but discontinued in Denmark in 1991. The term is still used in other markets such as the UK and Sweden.

Carlsberg Elephant 

Did we choose the name Carlsberg Elephant Strong to honour the statues that guard our brewery gates, or because it's a beer you'll remember forever? Pale gold in colour, Carlsberg Elephant Strong is a beer rich in malty character, with a hint of caramel, balanced by a satisfyingly dry bitterness. Once enjoyed, never forgotten!.

Continuing with our brewing legacy and maintaining our finest quality standards, this brand was launched in the super-premium strong beer segment in the Indian market in January 2011. Strong like its namesake in both strength and character, Carlsberg Elephant is a full bodied, full flavour beer. Carlsberg Elephant is the pioneer in its category of super premium strong beers, giving Indian consumers another reason to rejoice in a market where quality alternatives are hard to find.

Carlsberg Elephant is available in 500ml cans, 330ml bottles and 650ml bottles in India.

 

Carlsberg Smooth

Carlsberg Smooth, a premium mild beer crafted with the finest European Barley
for a rich and smooth taste. Brewed specially for the Indian palate with a refreshing
and elegant taste, Carlsberg Smooth offers a unique product and a new experience
to our consumers.

The brew is a perfect combination of a classic and modern flavour portfolio. The
superior quality European Barley gives Carlsberg Smooth its unique rich taste, 
making the drinking experience smoother for modern consumers who appreciate 
the unique flavor and quality of premium beers.

We Danes like our lager with a sharply bitter bite. But we know our friends in India prefer something a bit smoother. Like Carlsberg Smooth. We brew it with only finest European hops and malt, for a milder fruity flavor and maximum easy-drinking refreshment. We think you'll find it more than lives up to its name

 

 

 Carlsberg Light

Brewed specially for the the Chinese market with a taste profile that is appealing to the taste palette of Chinese consumers. Carlsberg Light is brewed by use of natural raw materials. Rice has been added to give a refreshing taste profile

Tuborg

Tuborg Green, the ultimate easy drinking beer was launched in India in March 2009. This brand is a social energizer and gets the fun started. Tuborg is known for its innovativeness and its introduction also brought into the Indian beer market the innovative pull-off cap concept which got immediate appreciation from our consumers and customers.

Tuborg Green is a bottom-fermented lager beer. It's brewed on lager malt, a slightly roasted, bright type of malt which results in the well-known mild, fresh taste and aroma of flowers and grain. The beer is medium rich and lively with a moderate bitterness in the aftertaste. It's excellent with light meals such as salads and spicy Indian dishes.

Tuborg Green is available in 330ml bottles, 500ml cans and 650ml bottles in India.                                        

Tuborg Classic

Staying true to its innovative spirit and brand core idea of Fun Starter, Brand Tuborg added a new line extension to its portfolio, Tuborg Classic with Scotch Malts. Especially brewed for the Indian palate, new Tuborg Classic with Scotch Malts is a rich tasting strong beer that offers the new generation of beer lovers a differentiated product. It is the perfect combination of strong and smooth. Superior quality scotch malts complemented with imported hops give the beer a well-rounded taste making the drinking experience strong and smooth.

Tuborg Classic with Scotch Malts is available in 500ml cans and 650ml bottles in India

Tuborg Strong

The Tuborg growth has been driven by Tuborg Strong, which has seen unprecedented success in all markets in India. The introduction of Tuborg Strong in May 2010, positioned Carlsberg India as an innovator by creating the all new premium strong beer category. In the first 6 months of its launch, the brand sold more than a million cases - a milestone in itself and the trend continues.

Today, Brand Tuborg is the number 2 beer brand and the number 1 international beer brand in the country.

Tuborg Strong is available in 330ml bottles, 500ml cans and 650ml bottles in India. 

 

Tuborg campaign encourages Laotians to be more adventurous

 

Carlsberg lager brand Tuborg has unveiled a campaign urging Laotians to be more adventurous and take on new experiences.

The campaign, named ‘Open to More’, will invite residents of Laos (above 18 years of age) to create videos of themselves engaging in adventurous activities. Examples include things like eating exotic foods, learning new skills, taking a selfie with random strangers or dancing in the street. Each video is expected to feature both the participant and a bottle of Tuborg beer.

The winner will get an all-expense paid trip to China (Asia), Los Angeles in the United States (Americas), Kenya (Africa), Denmark (Europe) and Australia (Oceania), and participate in off the beaten track activities

Lao influencers Nok Phonethamaly Chitpanya, Bob Freeman, Olay Phothimard and Maylaong Xisanon will also be taking the challenges.

The campaign is part of Tuborg's Open campaign as this year, it’s looking to be more ‘local’ in APAC, where growth is in the double digits.

Henrik Andersen, managing director of the Lao Brewery Company said: “Tourism is an important economic sector in Laos, bringing in revenue and creating jobs, as well as contributing to poverty alleviation and the improvement of services and infrastructure. Lao Brewery Company Ltd. takes great pride in our national identity and we hope that through Tuborg’s Open To More Experience campaign, we can contribute to promoting tourism in Laos by encouraging the development of crowdsourced content on discovering the Lao people’s spirit of adventure and the amazing country through the eyes of the people.

"We would also like to facilitate cultural exchange when we take the winners on a trip of a lifetime to broaden their horizons and meet people across the globe. When the winners return, they can further enrich lives by sharing their adventures with their fellow Laotians, so they too can gain a new window to the world while looking forward to experiences of their own."

 But one key component of the plan this year has seen the group travel to local Asian markets where emerging artists will then partner with them to highlight what’s going on in the music scene in that region and co-create new music.

“We’ve really cracked a global and local model that works at scale where every market can come on board and really drive local relevance,” explained Ashvin George, Carlsberg Group’s marketing director for Asia.

Part of “cracking” this model has been the move away from a pay-to-play sponsorship model in the region. Where APAC might have had a handful of festivals that Tuborg could sponsor and see a decent level of awareness and, as a result, sales the overwhelming rise in festivals cropping up has meant there are simply too many to stand out.

“They are great but actually delivering an experience which is getting more and more difficult. It can be a very expensive affair with very little ROI,” continued George.

“So, in totality maybe some of our sponsorship values have gone down but what we are doing is working more with local artists and increasing outreach on digital.”

This has resulted in “a huge mind shift” for its local marketing teams who are no longer responsible for just slapping a logo on a stage, but rather “going deeper” into the market, finding the right local artists to partner with and – most importantly – building relationships with the local music platforms.

“Each of these markets has their own ecosystems. In China, there are music platforms that don't exist anywhere else and in India, you have partners like Salmon while Spotify has only just come in in the last few months.

“A lot of our markets we're really open to partnerships but our strategy is more on a local level, especially on content and distribution. We need to understand those cultural nuances.”

The shift to a more content-led approach has also seen Tuborg’s teams try to figure out an approach to working with both global and local agencies. It still needs the scale of a global media shop for distribution of global content, but increasingly wants a local team to support on the more nuanced executions.

The success of this strategy is based on somewhat vague metrics of “emotional affinity” towards the brand. “That's really important for us,” said George. But sales do come into it and promisingly, in the past two years, Tuborg in Asia has been growing double digits.

“Our measures are all improving year on year. It's extremely positive and it’s as a result of this campaign. So, we're in a much better place.”

In the UK, Carlsberg's recent rebrew shows just how competitive the mainstream beer market is. Conspiracy theories and confusion reigned as one of the nation's best-selling beers started promoting social media posts comparing its own lager recipe to 'piss'. But there was a method in the madness.