Its introduction in pubs and bars will be backed by a high-profile campaign, including TV ads by Saatchi & Saatchi, and point-of-sale and in-bar activity.
Carlsberg is the first major premium lager brand to offer a dedicated extra-cold export lager on draught. The lager, which will be served at 3deg C-4deg C, will be dispensed from a new version of the brand's traditional bar tap. Blue lighting will differentiate it from standard draught, Carlsberg Export.
The TV ads, which break in April, will continue to use Carlsberg's current strapline 'So good the Danes hate to see it leave'.
Point-of-sale activity will include the creation of branded Extra Cold glassware, tap handles and T-bars.
The launch builds on that of draught Carlsberg Extra Cold in 2004 (Marketing, June 16 2004). Since then, pubs carrying the brand have seen sales rise by more than 10%, according to the brewer.
Carlsberg now covers all three major draught beer categories with its extra-cold offerings, following the launch of Tetley's Extra Cold three years ago.
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