The change meets growing consumer take-up of premium beers at the 4% level, as well as giving Tuborg a distinctive position within the Carlsberg UK portfolio.
David Scott, director of brands and insight at Carlsberg UK, said: “There is strong consumer demand for premium beers at 4% ABV, and Tuborg’s new positioning will significantly strengthen licensees’ offer in this segment. We have further broadened the brand’s appeal to premium lager drinkers, which will attract new customers, while our master brewers have ensured that there’s no compromise on taste for Tuborg’s loyal following.”
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