Carlsberg invests £3 million to launch ‘Blackcurrant’ lager campaign
Carlsberg UK has invested £3 million in a campaign to launch its new blackcurrant-flavoured lager, Carlsberg Blackcurrant, in a bid to appeal to a wider audience of alcohol drinkers.
From March, the brewing company is rolling out Blackcurrant in supermarkets nationwide, following an exclusive launch period with Asda this month.
Dharmesh Rana, senior brand manager for Carlsberg UK, said: “We’re working to be the best beer and beverage business in the UK by providing our customers with a range of beers and beverages that appeal to every occasion and every consumer.
“Our insight shows consumers are looking for a range of flavours from established everyday categories and the brands within them. This trend, combined with the explosive growth of the easy-to-drink beer category, means new products like Blackcurrant are creating a sizeable opportunity for retailers. We’re confident it will quickly become a core part of the Carlsberg family of brands.”
The campaign is set to feature across print, digital and in store sampling, as well as targeting opportunities around the summer and music.