Brooklyn bridges pilsner gap

Brooklyn Pilsner

Brooklyn Brewery, part of the Carlsberg Marston’s Brewing Company portfolio, is extending its reach into the premium world category with the launch of Brooklyn Pilsner.

Brooklyn Pilsner (4.6% ABV) is a pale golden lager that offers light toasty flavours and spicy, subtle citrus hop notes.

Following its on-trade launch in March, Brooklyn Pilsner will be available from September in single 660ml bottles (RSP £1.90) and 12x330ml multipacks (RSP £14).

The launch is supported with a multi-million-pound national marketing campaign, including out-of-home, video-on-demand and digital advertising as well as experiential, PR, social media and shopper marketing activity.

John Clements, VP of Marketing at Carlsberg Marston said world lager drinkers were thirsting for something new: “Within the premium world category, only 32% of UK consumers are happy with the selection on offer and 76% would consider a new beer brand. We know they’re looking for something flavourful, but also accessible with 55% most likely to try a pilsner. There’s a clear opportunity here to reinvigorate the category with a new great-tasting premium option.”

Clements added: “It’s important for us to have a pilsner in our Brooklyn portfolio, it’s a classic style loved by so many beer drinkers – this is about putting the soul into scale. We are confident this is one the very best-tasting pilsners out there. It’s crisp, bright, refreshing and premium, and we believe it will become one of the stalwarts of our range.”

Brooklyn Pilsner will sit alongside other beers in the Brooklyn Brewery portfolio, including Brooklyn Lager, Defender IPA and low-alcohol Special Effects.