Tuborg now in an exciting new avatar

14 May,2012

By A Correspondent


As part of a global enhancement program, Tuborg has announced the launch of a new packaging and visual identity, showcasing an entirely new look, tying into Tuborg’s overall ambition of pioneering innovation in the Indian beer market. This innovation is inspired by the needs of Indian consumers and aims at giving them a global experience.


Tuborg’s new visual identity showcases a refreshing look to entice consumers in a never-before-seen packaging – a bottle that adds a cool new look to its edgy appearance with an easy to hold grip. Tuborg’s tagline: “Open for fun” represents what Tuborg aspires to do – inspire its audience to being open for more and to make most of their lives and have fun.


Building on the existing equities of the Tuborg name and label shape, new ideas have been added such as Tuborg’s new tilted logo. Tuborg has become the number 4 brand within 3 years of its launch. The power of its innovation, quality refreshing taste and youthful imagery has created this incredible growth story, which is unheard of in the beer industry. It was the first inIndiato introduce innovative packaging in the form of a unique pull-off cap, which lends the consumers the freedom to enjoy their drink without having to look for a bottle opener.


Currently, Tuborg is the fastest growing brand in the Indian beer market and has witnessed a significant volume growth of 60 per cent (YTD April 2012 vs. YTD April 2011) and with the new visual identity, the expectations are higher.


“Indiais an increasingly important market in Carlsberg’s global portfolio and we aim to give our consumers a superior quality experience. Tuborg’s new offerings not only reinforce the brand image but also emphasize our commitment to innovate. The new design will be launched acrossIndiaand we are positive that it will be an exciting new experience to our consumers,” said Soren Lauridsen, Managing Director, CarlsbergIndia.


The new Tuborg packaging will be available in 330 ml and 650 ml acrossIndiaby end of May.


In 1880, Tuborg Breweries was established as an export brewery in connection with a private port in a small town north of the Danish capital,Copenhagen. From the outset, its green characteristic look has been very popular with the Danes, and is the leading beer brand amongst them.


Carlsberg India Pvt Ltd (CIPL) commenced operations in 2007, beginning production in Himachal Pradesh. The product portfolio of the company includes its flagship brand Carlsberg and Carlsberg Elephant, Tuborg, Tuborg Strong and Palone 8. Carlsberg India Pvt Ltd (CIPL) focuses on developing and strengthening its brand portfolio through innovation and commitment to superior quality.


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