The Homa Files

TakeAway: Carlsberg Beer is repositioning its brand and widening its distribution channels to boost sales in the competitive beer market.

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Excerpted from BrandChannel.com, “Carlsberg calls for New Brand Positioning,” by Barry Silverstein, April 5, 2011

Carlsberg, arguably one of the world’s premium beer brands, is getting its most significant makeover since the beer’s origination in 1847…

In the beer category, the world’s four largest brewers account for over half the global market for beer. Denmark’s Carlsberg is number four, behind Anheuser-Busch InBev, SAB Miller, and Heineken…

Khalil Younes, SVP of Global, Sales, Marketing and Innovation, says, “Carlsberg is a fantastic brand, but the brand has even more potential that can be cultivated…

Carlsberg is introducing a new tagline that the company says will celebrate the brand’s heritage and values, while connecting it with today’s “active, adventurous” generation of beer drinkers.

The brand proposition encourages consumers to ‘step up and do the right thing,” rewarding themselves with a Carlsberg for their deeds. Hence the tagline: “That calls for a Carlsberg.”…

The Carlsberg logo…has been refreshed and modernized. The Danish Royal crown has been made more simple and distinctive. The dominant green has been made more vibrant.

The brand’s logo now carries three elements: the Brewer’s Star, the Hope Leaf, and the inclusion of “Copenhagen 1847,” indicating where and when the beer was first brewed… New packaging is currently being rolled out this year across all 140 markets…

Carlsberg’s CEO says that while Carlsberg’s famous green logo is known all over the world, its sales simply do not measure up to its brand recognition.

“Although international recognition is good, it is not enough. We are investing significantly in the Carlsberg brand, widening our distribution channels and making every effort to get closer to our customers and consumers.”

The company says “by 2015, Carlsberg anticipates that the Carlsberg brand will have doubled its profits.”

Really? Well if it happens, that definitely calls for a Carlsberg.

Edit by KJM

This entry was posted on April 19, 2011 at 6:20 am and is filed under Beer & Liquor, Beverages - Soft Drinks. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.