Carlsberg Unveils New Citrus Lager

Carlsberg has launched a new lager which will be supported with a multi-million pound marketing campaign and marks the first brand extension for Carlsberg in a number of years. Citrus, a 2.8%ABV lager blended with natural Persian and Key limes, will be available in the on- and off-trade.

The beer has been developed by Carlsberg UK’s innovation team and through independent consumer taste tests, 70 per cent of consumers preferred the beer to competitor brands.

David Scott, director of marketing for Carlsberg UK, said:

“We have responded to consumer trends and developed a lager which consumers really do find refreshing and appealing. The lower strength beer category is growing 50% year on year so it makes perfect sense to develop a beer that will support our customers with a beer their consumers want. This is a significant launch. It’s not only the first major brand extension for Carlsberg in a number of years, but it will also be supported by a Citrus TV advert in May as well as extensive sampling, national print advertising and PR.”

Carlsberg Citrus remains true to its parent brand by being available in the familiar embossed bottle, providing consumer confidence and stand-out.

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