The new image for the brand coincides with a reduction in ABV to 4% from 4.6%. The company said the change meets growing consumer take-up of premium beers at the 4% level, as well as giving Tuborg a distinctive position within the Carlsberg UK portfolio.
David Scott, director of brands and insight at Carlsberg UK, said: “There is strong consumer demand for premium beers at 4% ABV, and Tuborg’s new positioning will significantly strengthen licensees’ offer in this segment.
“We’ve further broadened the brand’s appeal to premium lager drinkers, which will attract new customers, while our master brewers have ensured that there’s no compromise on taste for Tuborg’s loyal following.”
The new branding will be showcased at a hospitality area at Glastonbury, as well as in the Tuborg Town experiential area at other major UK music festivals this summer, including Hard Rock Calling, Wireless and Reading.