China: Carlsberg optimistic about launch of Tuborg beer in China

Danish brewer Carlsberg said on April, 18 that it has launched its Tuborg beer brand in China, as part of a rejuvenation of the beer brand.

It is the first time that Tuborg is introduced in China, following launches in Russia and India earlier this year, the company said in a press statement. The redesigned Tuborg bottle comes with a "ring-pull" cap, Carlsberg said, marking the first time an international brand has introduced a pull-off cap to Chinese consumers.

"As the fourth largest brewer globally, Carlsberg is optimistic about the rapidly growing and dynamic Chinese market," Carlsberg China CEO Stephen Maher said in the statement.

The China launch follows on from the relaunch of the Tuborg brand in Russia and India earlier in the year and Carlsberg Group plans to roll out the rejuvenated Tuborg brand across 13 markets by the end of 2012, with more markets to follow in 2013.

Tuborg is, next to the main Carlsberg beer brand, company's second flagship brand.

Carlsberg was one of the first international brewers to export beer to China more than 130 years ago. Carlsberg officially began its business in Greater China in 1978.

20 April, 2012