Carlsberg Danmark has decided to reduce the price of the new Carlsberg Pilsner, which means that Danish shops, bars and restaurants will pay the same for a Carlsberg Pilsner as for a Tuborg Green Label.
The price reduction is primarily made due to declining sales in the off-trade, which has been characterised by fierce price competition on beer since the new Carlsberg Pilsner was introduced in September this year. The consumers find the Carlsberg Pilsner in the new bottle too expensive compared to other beers in the shops, and they have chosen to buy for instance Tuborg Green Label instead.
In September 2004, Carlsberg Danmark launched the more than 100-year-old pilsner in state-of-the-art packaging – a new bottle and a lighter, handier crate. In that connection the price was increased by DKK 0.24 per bottle.
”Even though many consumers have indicated that they like the new design of the Carlsberg Pilsner, we have received a clear message that many people are not ready to pay more for a new bottle and crate. We have listened to that and will reduce the price. As from Monday a Carlsberg Pilsner will cost the same as a Tuborg Green Label,” says Jørn Tolstrup Rohde, managing director of Carlsberg Danmark. He points out that despite the slight price increase more than 17 million bottles have been sold in Denmark since the launch, corresponding to about 8,000 bottles an hour around the clock.
The new bottle is the same type Carlsberg uses for its lager beer in the rest of the world where it is sold in more than 100 countries and where the Carlsberg brand has been the fastest growing international beer brand for the past two years.
The price reduction takes effect on Monday 6 December.
Contact:
Anne-Marie Skov, +45 33 27 14 24