New Beer Can Format for Tuborg

© Carlsberg

From now on Tuborg Pilsener will be presented in a completely new format: in cooperation with Rexam Tuborg has developed the 1-l king-size can – the world’s largest two-piece beverage can, by company accounts. It is designed to attract attention at the PoS by its sheer size but also in response to growing consumer demand.

With immediate effect Tuborg Pilsener made by the Carlsberg company will be sold in the 1,000 millilitre can care of Rexam Beverage Can. The company has announced that the new Tuborg version will be the first product to be retailed in Rexam’s new two-piece 1-l can in Western Europe. Two-piece cans of this magnitude are an absolute novelty in Western Europe and have so far only been widely used in Russia according to information by the packaging material expert. By its own accounts Rexam is among the leading international manufacturers of beverage cans: operating some 50 can plants worldwide and joint ventures in Guatemala, India and South Korea.

Like with the smaller cans deep drawing is the process of choice for this can version, too. Can body and lid consist of aluminium and are therefore 100% recyclable. Furthermore, the can can be finished with special varnishes and high-resolution prints. “This XL format can is an eye-catcher at the PoS thereby creating new potential sales for our customers,” says Welf Jung, Business Development Director for Rexam Europe and Asia. The new can is hoped to appeal predominantly to impulse buyers.

Launching the new retailing unit the global brand that is Tuborg intends to provide retail with fresh impulses. “By introducing this special size we are underscoring our competence in the disposable segment amd offering a genuine alternative to other suppliers in terms of taste and quality,” promises Michael Saß, Sales Development Manager at Carlsberg Germany.

Fourth Largest Brewery Group

Headquartered in Copenhagen, Denmark, Carlsberg A/S is the world’s fourth largest group of breweries – following Anheuser-Busch InBev, SABMiller and Heineken. In 1847 Jacob Christian Jacobsen founded the “Carlsberg-Bryggerier KjØbenhavn”. As early as 1868 Carlsberg sold his beer abroad for the first time and in 1939 Carlsberg alone accounted for 55% of total British beer imports. 1882 saw Jacobsens’ son Carl open his own brewery, Ny Carlsberg; after his father’s death he merged the two companies to form one group: Carlsberg Breweries. In 1968 the group opened its first brewery abroad, in Malawi. In Europe the group opted for mergers and joint ventures of which the majority shareholdings were acquired soon after. This is also how the group took over its domestic competitor Tuborg in 1970. Today, Carlsberg is the market leader in Northern Europe, Russia and the Baltic States with its principal brands Carlsberg and Tuborg as well as many regional brands.

Thirsty Man

The origins of Tuborg go back to Denmark. But Tuborg has now developed into an international brand and plays a key role in the global portfolio of the Carlsberg Group. Enjoying particular international popularity – due to the green label – is a beer, which is preferrably referred to as “the green” one; its famous advertising motif “The Thirsty Man” by painter Erik Henningsen (1855-1930) features a thirsty hiker seeking refreshment. Meanwhile the artwork has been reproduced a million times making it one of the most important 20th century Danish masterpieces.

That Calls for a Carlsberg

April this year also saw the global brand re-launch of the premium brand Carlsberg. The new slogan “That Calls for a Carlsberg” will replace the punch line “Probably the Best Beer in the World”. Explaining the campaign Frank Maßen, CEO of Carlsberg Germany, said: “With the new campaign we want to show the world that Carlsberg is synonymous with something precious – i.e. with pedigree, quality and outstanding taste. But we also wish to remind people of the spirit of our founder and namesake J.C. Jacobsen, encouraging them to do the right thing and pursue their dreams and objectives. This is the whole idea of the globally valid slogan “That Calls for a Carlsberg”.

In addition to the introduction of the new product design the innovative profiled bottle known from the hospitality trade is now also available from retailers as a 0.33l and 0.5l deposit bottle and is designed to underline the premium character of the brand even further.