Carlsberg is gearing up for a major UK launch of Tuborg, the second biggest brand in the Carlsberg group. The beer is to hit pubs and off licenses in April, and the brewer is expecting a big response. Despite aiming much of its promotion at the 18-30 age range, Tuborg is a well-known beer outside the UK and should find a market with a more discerning drinker – the kind you might find in a casino, for example.

The brand that originated in Denmark has recently proved to be a massive success across Russia and Eastern Europe and is set to take the UK by storm with innovative packaging and its distinctive position. Launched in to the off-trade around the country from 2nd April, Tuborg is an easy drinking 4.6 abv lager, which will appeal to both mainstream and premium lager drinkers, says Carlsberg. The brand will initially be available in 275ml (8 and 20 packs) and will also be launched into the On Trade.

Tuborg is targeted at 18-30 year olds who enjoy socialising and having a good time, achieving this through its strong tie with music including its sponsorship of a number of festivals across Europe such as Roskilde (Denmark) and Exit (Serbia). Not the typical casino punter, but with advertising laws changing and online gaming growing and having a knock-on effect to land-based casinos, the casino visitor in the UK is set to get younger – and managers will have to be proactive in providing them with what they want while not alienating regular punters.

Carlsberg UK marketing director Darran Britton said: “Tuborg is a star in the Carlsberg International portfolio and we are very excited about its launch in the UK. It’s been a success everywhere it’s been launched. Tuborg grew 17% in 2006. Tuborg will bring a new dimension to the beer market in the UK through its unique packaging and distinctive attitude. We believe drinkers are crying out for a beer that cuts through the tradition of the UK beer market and talks to them in their language. Everything about the brand from its packaging through to its music sponsorship is fun.”

The launch will be supported by a £5 million-plus marketing support throughout the key summer months including nationwide poster and press activity announcing its arrival in the UK. The brand will also feature heavily on the internet.

With a marketing fund of that size, there is likely to be saturation and crossover with other age groups and markets. Despite its prodigious strength, Tuborg has a reputation in the UK as a ‘classy’ beer from abroad, and a stylish adult entertainment destination such as a casino could clearly benefit from trying the next big thing in high street pubs.

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