Adding heritage to the label

DANISH beer brand Carlsberg is relaunching its Export variety in February with a £15m campaign.
Redesigned packaging is being introduced to reflect the brand’s Danish heritage.
Vice president of marketing Liam Newton said: “In our eyes, the dramatic change in the UK beer market requires bold action, and a bolder approach, and this lies at the heart of our revitalisation of Carlsberg.
“By reminding people of where Carlsberg comes from and adopting some of the positive attributes from the people of Denmark, we believe we will have a powerful platform from which to connect with millennials in a meaningful way.”