Repositioning Carlsberg brand
KATHMANDU, April 6:
Carlsberg is investing significantly in repositioning its brand to support its ambition to be the fastest growing global beer company.
At the heart of this is a redefinition of its brand proposition – a proposition which celebrates Carlsberg’s heritage and values, while connecting with today’s active, adventurous generation of beer drinkers, said the company. “The proposition encourages consumers to step up and do the right thing, rewarding themselves with a Carlsberg for their efforts and it carries the tagline: That calls for a Carlsberg.” Carlsberg’s visual identity has been modernised, distribution channels are being widened and a new range of packaging is being rolled out across more than 140 markets.
Consequently, by 2015, Carlsberg anticipates that the Carlsberg brand will have doubled its profits. In today’s dynamic age, when consumer behaviour is shaped by free information, technology, travel and exciting career opportunities available at the swipe of a touchscreen, young, independent adults don’t wait for things to happen: They go out and make them happen.
JC Jacobsen, Carlsberg’s founder, did it all 180 years ago. And in his thirst for perfection, Jacobsen established the Carlsberg Laboratory in 1876 which, a few years later, developed a method for producing the first clean yeast which revolutionised beer production on a global scale.
“At Carlsberg, we are continually looking to improve both our beer and the future for our consumers, customers, communities and our people,” said Carlsberg’s Group CEO Jorgen Buhl Rasmussen.
Carlsberg was launched in 1995 as the only premium beer in Nepali beer market. From the initial amber bottle to the current profile bottle, Carlsberg has established itself as the only premium beer brewed locally.
Source: THT
Carlsberg is investing significantly in repositioning its brand to support its ambition to be the fastest growing global beer company.
At the heart of this is a redefinition of its brand proposition – a proposition which celebrates Carlsberg’s heritage and values, while connecting with today’s active, adventurous generation of beer drinkers, said the company. “The proposition encourages consumers to step up and do the right thing, rewarding themselves with a Carlsberg for their efforts and it carries the tagline: That calls for a Carlsberg.” Carlsberg’s visual identity has been modernised, distribution channels are being widened and a new range of packaging is being rolled out across more than 140 markets.
Consequently, by 2015, Carlsberg anticipates that the Carlsberg brand will have doubled its profits. In today’s dynamic age, when consumer behaviour is shaped by free information, technology, travel and exciting career opportunities available at the swipe of a touchscreen, young, independent adults don’t wait for things to happen: They go out and make them happen.
JC Jacobsen, Carlsberg’s founder, did it all 180 years ago. And in his thirst for perfection, Jacobsen established the Carlsberg Laboratory in 1876 which, a few years later, developed a method for producing the first clean yeast which revolutionised beer production on a global scale.
“At Carlsberg, we are continually looking to improve both our beer and the future for our consumers, customers, communities and our people,” said Carlsberg’s Group CEO Jorgen Buhl Rasmussen.
Carlsberg was launched in 1995 as the only premium beer in Nepali beer market. From the initial amber bottle to the current profile bottle, Carlsberg has established itself as the only premium beer brewed locally.
Source: THT
