Carlsberg sets sights on Millennial customers with new packaging

By Daniel Woolfson

- Last updated on GMT

København Collection: aimed at younger drinkers
København Collection: aimed at younger drinkers

Related tags: Graphic design, Advertising

Carlsberg has launched new limited-edition packaging for its flagship lager as part of a massive marketing push aimed at younger drinkers. 

New 300ml bottles carrying the new design, “an abstract interpretation” of the 3.8% lager’s ingredients, will be available across the on-trade until September 2017.

It has named the new packaging 'The København Collection' after the Danish capital city.

Carlsberg vice-president of marketing Liam Newton said: “These designs communicate Carlsberg’s unique place in beer in a manner that we believe will engage Millennials.”

Wider effort

This comes as part of a wider effort by Carlsberg to revitalise its brand and make it more appealing to Millennials who are increasingly willing to trade-up and “premiumise” their drinks purchases.

Research by Carlsberg suggested that Millennials also influence non-Millennials to make similar purchases.

Danish heritage

Carlsberg is supporting its revitalisation with a £15m marketing campaign designed to celebrate the beer’s Danish heritage.

Carlsberg is not the first major beer brand to set its sights on the Millennials market with a rebrand.

In November 2016, Marston’s announced a considerable overhaul of some of its key brands which would bring them in line with the modern beer market​. 

Related topics: Beer

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