Carsberg’s £15m attempt to connect with millennials continues with the launch of limited edition packaging for its 3.8% ABV beer.
‘The København Collection’ will be available between February and September 2017 in a variety of can and bottle formats, including a new premium 330ml-sized bottle and outer packaging.
Inspired by the simplicity of Danish design, each pack in the collection – which takes its name from the Danish for Copenhagen – embodies an abstract interpretation of Carlsberg’s ingredients: barley, hops and yeast.
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. Carlsberg has a remarkable place in the history of brewing when our founder, J.C. Jacobsen, and his team of beer scientists discovered purified yeast in 1883 – which changed the quality of lager that is enjoyed to this day. These designs communicate Carlsberg’s unique place in beer in a manner that we believe will engage millennials.”
The København Collection complements the new-look design for the brewer’s premium Carlsberg Export brand, also available from February.