Carlsberg UK Launches ‘Blackcurrant’ Into Off-Trade

21 Feb 2014 --- Carlsberg UK is extending its Carlsberg brand by launching Carlsberg ‘Blackcurrant’ into the off-trade, following an exclusive launch-period with Asda throughout February.

Blackcurrant is a 2.8% ABV refreshing, easy-to-drink lager blended with natural blackcurrants. It was developed by Carlsberg’s UK innovation team following the successful launch of Carlsberg Citrus in 2013 which sold over 50,000 hectolitres in its first year.

From March, Blackcurrant will roll out across the off-trade with listings confirmed in Tesco, Budgens, Londis, R&B Stores, Booker, Bestways, Batleys, Parfetts, Landmark and Todays. It will be available in a variety of pack sizes including 4x275ml and 12x275ml and as a category first for beer mix, a 660ml sharing bottle.

The brand will be supported by a £3m investment into an ATL refreshment campaign working across print, digital and in store sampling, and targeted opportunities around the summer and music.

Dharmesh Rana, senior brand manager for Carlsberg UK said: “We’re working to be the best beer and beverage business in the UK by providing our customers with a range of beers and beverages that appeal to every occasion and every consumer.

“Our insight shows consumers are looking for a range of flavours from established everyday categories and the brands within them.  This trend, combined with the explosive growth of the easy-to-drink beer category, means new products like Blackcurrant are creating a sizeable opportunity for retailers.  We’re confident it will quickly become a core part of the Carlsberg family of brands.”