Since May 1, 2011, Carlsberg Group is launching a new beer with an ‘international face’—Copenhagen. The Danes will be the first to taste it, then the Copenhagen will be launched in Northern, Western and Eastern Europe, as well as in Asia in 2011 and 2012.
The beer has an alcohol volume of 4.5% with a light and refreshing taste. The design is rooted in Copenhagen as an international city of fashion and design. The target audience of the new offering are the modern women and men, who appreciate a refreshing taste delivered in a stylish design.
«We can see that there are a number of consumers, especially women, who are very aware of design when they choose beverage products. There may be situations where they are standing in a bar and want their drinks to match their style. In this case, they may well reject a beer if the design does not appeal to them,» says Jeanette Elgaard Carlsson, International Innovation Director at Carlsberg. «The consumer surveys that we have conducted in Denmark show that 98% of the target group finds Copenhagen exciting.»
Copenhagen will first be launched in Denmark, and according to Kirsten Ægidius, VP Marketing, the Danish business increasingly encounters consumers, who are seeking alternatives to regular beer.
«Many young people aren’t keen on the bitter aftertaste of beer. Here our surveys show that with Copenhagen we have created a highly drinkable beer with a balanced taste—a real alternative to white wine and champagne,» she says.