Danish brewer Carlsberg has revealed plans to extend its organic beer portfolio with the launch of Tuborg Rå, following a successful trial period on the domestic music festival circuit.
Carlsberg claimed that the organic Tuborg variety was in line with consumers’ growing demand for increasingly natural products, and will become only the brewing giant’s third organic offering after Jacobsen Extra pilsner and Carlsberg organic – the latter of which is only available in Sweden.
Tuborg Rå will be made available in supermarkets across Denmark with a similar price-point to Tuborg pilsner, after debuting at the country’s Roskilde and Northside festivals. A pump clip design showcased by Carlsberg features wood grain brushed in Tuborg’s signature green to highlight the product’s environmental credentials, and claims that the 4.5% ABV beer is both “unfiltered” and “ecological”.
Rå is the Danish word for “raw”.
Carlsberg Denmark senior innovation manager Pernille Arnt said: “We are seeing a trend we refer to as back to basics, which is a counter-trend to the very busy online world in which we live. It is within this context that consumers demand products that give a ‘closer to nature’ experience.
“The expectation is that the organic launch will play a role in lifting the sale of the mainstream Tuborg brands by adding value to the category and gaining market share in the short term.”
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