Malawi: Carlsberg Malawi announces changes in the family of its beers

Carlsberg Malawi has replaced Brown beer with a new Classic beer and brought back Elephant which was phased out years back, the Daily Times cited a company representative on April, 22.

The new family now includes Special Brew which was originally brewed by the Danes for Winston Churchill during his visit to Copenhagen in 1950 and it was produced in his honour.

Churchill’s favourite beer was Cognac so in brewing him a commemorative beer, the brewers at Carlsberg created a stronger lager with Cognac flavours.

Others in the new family are Stout, a special black beer produced from special malts, a beer richer in extract, more full bodied and with a more complex and almost fruity not so roasted taste and aroma, Classic beer which has amber colour, a round and full bodied taste with just slightly more alcohol than the normal pilsner/beer and Elephant which was first brewed in 1959.

“This is a journey that we started in 2008 in beer selection campaign. We wanted to excite the market, coincidentally, it was the same we were celebrating our 40th anniversary,” Gwynne Chisale, Group Marketing Manager for Carlsberg Malawi, commented.

She said consumers participated fully in the selection of the family and said the beers were not in competition of each other.

The new Carlsberg beer family bottles come in new packages – 340mls ambler bottles dressed with front and back label neck foil and crown.

Levie Nkunika, senior brands manager for alcoholic beverages thanked consumers for their immense support of the Carlsberg Beer for the past 40 years and said The Bottling and Brewing Group Limited would continue to drive and excite the beer market in the country.

Nkunika said the recommended retail price for Carlsberg Classic, Special Brew and Stout is K110 retail whilst that of Elephant is K140, saying Elephant costs more to produce as it requires special ingredients and has more alcohol volume than other beer family members.

24 April, 2009