World: Carlsberg repositioning its top brand across more than 140 markets

Danish brewer Carlsberg A/S said on April 5 its new global slogan - "that calls for a Carlsberg" - and fresh packaging will boost sales of its Carlsberg beer, doubling its flagship brand's profits by 2015.

Carlsberg is investing significantly in repositioning its brand to support its ambition to be the fastest growing global beer company.

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, the company said.

Consequently, by 2015, Carlsberg anticipates that the Carlsberg brand will have doubled its profits.

Jørgen Buhl Rasmussen, Carlsberg's CEO, 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. "

The world's fourth-biggest brewer, with more than 500 brands - including Russia's Baltika and France's Kronenbourg - has one of advertising's most famous taglines: "Probably the best beer in the world", originally voiced by actor Orson Welles.

06 April, 2011