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Carlsberg to shift content away from brand stories to those that ‘positively impact the category’

Carslberg has invested in 150 .beer website domains as it looks to highlight the premium attributes of its flagship Carlsberg brand and tell stories that “positively impact” the image of beer rather than focusing on the brand.

The domain names include those for some of its most popular brands including Tuborg, Kronenbourg and Holsten and will make use of the quality.beer domain for its Carlsberg brand. The football.beer domain name will help promote the company’s ties to football, which include its sponsorship of the UEFA European football champions, the Barclays Premier League, and several football clubs.

Speaking to The Drum Jens Jermiin, Carlsberg's vice president of digital, media and content production said that the investment will capitalize on the brewer's array of stories and expand its ability to target consumers

“As a group we feel we have great stories to tell, from all over the world, in the context of beer,” he said. “As an example the quality.beer domain will allow us to tell and curate stories positively impacting the category image vs being brand specific. With regards to targeting we do see a search optimization opportunity around specific interest and content relevance for different demographics vis a vis our broad portfolio.”

The .beer programme is run by Minds + Machines, the owner and operator of Internet top-level domains.

It comes as Carlsberg puts its websites at the centre of the online experiences for its brands as part of wider efforts to create a more adaptive and agile organisation through its technology stack.

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