Today, April 18, marks the official launch in China which was celebrated with a new Guinness World Record. The record, entitled “Most People Opening Beer Bottles in a Relay with Bare Hands”, achieved by 280 guests who attended the launch event, was made possible by the fact that the redesigned Tuborg bottle comes with an easy to pull off "ring-pull" cap. This is the first time ever that an international brand has introduced a pull-off cap to consumers in China.
In addition to the redesigned bottle, the rejuvenated Tuborg carries a new tilted logo and a new strapline 'Open for More', inspiring its audience to be open to more experiences and to make the most out of their lives and have fun. The launch will be supported by a new global advertising campaign including a new television commercial, a social media outreach campaign, as well as a louder than ever music campaign.
The China launch follows on from the relaunch of the Tuborg brand in Russia and India earlier in the year and Carlsberg Group plans to roll out the rejuvenated Tuborg brand across 13 markets by the end of 2012, with more markets to follow in 2013.
Speaking at today's launch, Stephen Maher, CEO of Carlsberg China, commented:
“As the fourth largest brewer globally, Carlsberg is optimistic about the rapidly growing and dynamic Chinese market. It is an important part of our strategy to provide more high quality, diversified products to Chinese consumers.
"Tuborg is the fourth top ten international premium beer brand brought by Carlsberg Group to the Chinese market, following in the footsteps of Carlsberg, Guinness and Corona. By introducing international beer brands and nurturing local brands, Carlsberg Group now owns a product portfolio in China which boasts over 20 brands. The extensive product portfolio, covering super premium to mainstream, supported by a full range of SKUs enables Carlsberg to provide its customers and consumers with a wide range of choices and to successfully exploit different regions and different markets."
Carlsberg was one of the first international brewers to export beer to China more than 130 years ago. Carlsberg officially began its business in Greater China in 1978.
Besides the flagship brand Carlsberg, various beer brands are also available in China including, among others, Carlsberg Chill, Carlsberg Light, Guinness, Kronenbourg 1664, Dali and Wusu. Carlsberg is involved in over 40 breweries, either wholly-owned or through joint-venture, across several provinces and now employs over 14,000 people across China.
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Contacts:
Media Relations: Ben Morton, +45 3327 1417, +45 2278 1417, ben.morton@carlsberg.com
For more information, images go to: www.carlsberggroup.com/media
To see the new television commercial go to: www.youtube.com/carlsberggroup.
About Tuborg
In 1880s, 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. Tuborg is truly cosmopolitan and present in more than 70 different countries. More information at www.tuborg.com.
Tuborg Green is a bottom-fermented lager beer. It is brewed on lager malt, a slightly roasted, bright type of malt which results in the well-known mild, fresh taste and aroma of flowers and grain. The beer is medium rich and lively with a moderate bitterness in the aftertaste. It is excellent with light meals such as salads and spicy Asian dishes.
Carlsberg Group
The Carlsberg Group is one of the leading brewery groups in the world, with a large portfolio of beer and other beverage brands. The flagship brand – Carlsberg – is one of the best-known beer brands in the world and the Baltika, Carlsberg, and Tuborg brands are among the six biggest brands in Europe. More than 41,000 people work for the Carlsberg Group, and its products are sold in more than 150 markets. In 2011, the Carlsberg Group sold more than 115 million hectoliters of beer, which is about 34 billion bottles of beer annually. 2011 results confirm Carlsberg's position as the most efficient global brewer in terms of water and energy consumption
