DGAP-News: That calls for a Carlsberg

(firmenpresse) - Carlsberg A/S

05.04.2011 09:00
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While Carlsberg's famous green logo is known all over the world, its sales
don't always measure up to its brand recognition. Carlsberg is launching a new
global positioning to help the brand unleash its full potential.

Carlsberg, one of the world's most well-known premium beers, 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. 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 completely new range of packaging is being rolled out
across more than 140 markets. The changes to both the brand proposition and the
visual identity will help to make the Carlsberg brand more consistent,
appealing and distinctive to its consumers in both its established and newer
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. They are prepared to take risks, to explore and
accept new opportunities and to be courageous in the way they live their lives.

J.C.Jacobsen, Carlsberg's founder, did it all 180 years ago. He built up his


own brewery at the age of 24 - travelling the world to understand the latest
techniques and innovations - and became the first person to brew lager
successfully. 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.

With over 100 scientists employed in its research laboratories, Carlsberg
continues to seek improvements to the quality of its products, both in terms of
production and taste. One of its recent achievements is the development of a
new type of barley - Null-LOX barley - which has the benefits of being high
yielding, provides a better foam for the beer and keeps the beer fresher for
longer. These benefits are further enhanced when combined with Carlsberg's new
fast-acting strain of yeast (234).

'At Carlsberg, we are continually looking to improve both our beer and the
future for our consumers, customers, communities and our people,' comments
Jorgen Buhl Rasmussen, Carlsberg's CEO.

'Carlsberg is the name above the door. We are proud of our Carlsberg brand -
for the pleasure it gives to many and for what it has, and continues to give
back to society. People are familiar with Carlsberg but do not necessarily know
what it represents. This global launch is our way of getting our story out
there to both our mature markets and our newer markets. We want people to know
that Carlsberg beer stands for something - for heritage, for quality, for great
taste and for doing the right thing.'

Rasmussen notes that while Carlsberg's famous green logo is known all over the
world, its sales simply do not measure up to its brand recognition.

'Although international recognition is good, it is not enough. We are investing
significantly in the Carlsberg brand, widening our distribution channels and
making every effort to get closer to our customers and consumers. '

As of today, this new positioning will be rolled out across a wide variety of
multimedia and marketing channels, with a new television advertising campaign
being launched throughout 2011 to reinforce this new brand positioning.

Contacts:
Media Relations (Northern Europe):
Jens Bekke, +45 3327 1412 / +45 2261 1412 / jens.bekke@carlsberg.com

Media Relations (International):
Ben Morton, +45 3327 1221 / +45 2278 1417 / ben.morton@carlsberg.com

Find out more at www.carlsberggroup.com

Photographs, visuals and media clips will be available at 12noon (CET) on
following FTP Server https://mediabank.kp2.com/ username is: Press, password
is: Carlsberg110405

Facebook.com/carlsberg and Youtube.com/carlsberg will be available at 12noon
(CET)



The Carlsberg Group is one of the leading brewery groups in the world, with a
large portfolio of beer and other beverage brands. The flagship brand -
Carlsberg - is one of the best-known beer brands in the world and the Baltika,
Carlsberg, and Tuborg brands are among the six biggest brands in Europe.. More
than 43,000 people work for the Carlsberg Group, and its products are sold in
more than 150 markets. In 2010, the Carlsberg Group sold more than 135 million
hectolitres of beer, which is about 40 billion bottles of beer annually.
News Source: NASDAQ OMX



05.04.2011 Dissemination of a Corporate News, transmitted by DGAP -
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The issuer is solely responsible for the content of this announcement.

DGAP's Distribution Services include Regulatory Announcements,
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Language: English
Company: Carlsberg A/S


Denmark
Phone:
Fax:
E-mail:
Internet:
ISIN: DK0010181759
WKN:

End of Announcement DGAP News-Service

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Bereitgestellt von Benutzer: EquityStory
Datum: 05.04.2011 - 09:00 Uhr
Sprache: Deutsch
News-ID 380782
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