E-Malt.com News article: Denmark: Carlsberg launches new beer in a stylish bottle to attract female customers

Carlsberg has launched a new bottle design to attract female customers, The Copenhagen Post reported on May, 9.

Over the years, the brewery has made several attempts at converting women so they will be more prone to buying a beer when they go out on the town.

Most of the previous attempts have been unsuccessful, but with the new design, branded ‘Copenhagen’, the company is confident of success.

“Many consumers, including women, are very conscious of design when they choose their drinks,” Carlsberg’s head of innovation, Jeanette Elgaard, said in a press release.

“Situations can arise where a woman wants a beer that matches her style. She may then choose not to buy the beer because the design of the bottle does not appeal to her.”

With this in mind, the brewer has launched a new beer for this discerning segment of the consumer base. According to Carlsberg, the beer is “easy to drink and has a balanced taste – a real alternative to white wine and champagne”.

The new brew will be sold in clear bottles and come in packs of four.

The ‘Copenhagen’ bottle and the label are inspired by Danish design.

The target group for the new beer is modern women and men aged between 23 and 35 years.


11 May, 2011