Carlsberg pursues better beer

Carlsberg Danish Pilsner

Carlsberg has given its flagship Danish Pilsner beer a major refresh in a bid to improve “the consumer drinking experience” and minimise its environmental impact.

New Carlsberg Danish Pilsner (ABV 3.8%) will be available to the off-trade from 1 March, supported by a multi-million-pound investment and new visual identity.

The trade launch will be supported by a consumer marketing campaign that incorporates TV, digital and out-of-home activity. This will roll out in April and run throughout 2019.

The beer has been rebrewed “from head to hop” and Carlsberg says it has enhanced every aspect, including the choice of ingredients through to the brewing process, to deliver a “perfectly-balanced Danish Pilsner”.

The brewer has also rolled out its new Snap Pack technology for the relaunch, which reduces plastic usage by gluing cans together. Bottle labels and outer packaging incorporate new environmentally-friendly ‘Greener Green’ ink to improve recyclability.

Liam Newton, Vice President Marketing, Carlsberg UK said: “We’re now committed to enhancing every aspect of the Carlsberg Danish Pilsner drinking experience, ultimately encouraging the trade and beer drinkers to re-appraise our brand.”

Carlsberg Danish Pilsner will be available in the following formats:

  • Small packs – 6 x 330ml snap pack can, 4 x 500ml can, 4 x 568ml can and 4 x 330ml bottle
  • Mid packs – 10 x 330ml can, 15x330ml can and 12x330ml bottle
  • Large packs –18 x 440ml can and new 18x330ml bottle pack

For more information on stocking call 08456 040 294 or visit