The lager will compete with Carling's Extra Cold and Foster's Super Chilled products. It will be launched in 6000 pubs and bars to capitalise on the warm weather.
The Extra Cold variant will use the strapline 'Probably the coolest pint in the world'. The brand will encourage drinkers to try the variant through an extensive point-of-purchase programme and recommendations from bar workers.
Carlsberg trialled the extension in 400 outlets last year, in both summer and winter months. Research by Billetts Marketing Services showed that sales of Carlsberg increased by an average of 12% after Extra Cold pumps had been installed .
Iain Paton, director of lagers at Carlsberg UK said: 'The colder the drink, the less bitter it is, so it appeals to younger drinkers brought up on alcopops who have a sweeter tooth.'
The Extra Cold product will be sold next to original Carlsberg, but the latter is expected to remain the bigger seller of the two.
Meanwhile, Carlsberg has unveiled a £10m marketing effort to support its sponsorship of Euro 2004. Carrying the strapline 'Your country needs you', the campaign includes TV work from Rainey Kelly Campbell Roalfe/Y&R.
Carlsberg is running an umbrella campaign for the main brand under the line 'So good the Danes hate to see it leave'. It is the fastest-growing standard lager in the UK, according to ACNielsen.
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