Beyond aesthetics, this transformation plays a critical role in supporting Tuborg’s growth ambitions and Carlsberg Group’s Accelerate SAIL strategy. By elevating Tuborg’s distinctiveness and strengthening its global brand equity, the new visual identity enables the Tuborg to win in key markets, drive premiumization, and capture the attention of younger, experience-driven consumers. It’s a powerful lever to reinforce Tuborg’s position as a leading international beer brand and unlock new opportunities across channels and occasions.

With this launch, Tuborg is not just changing how it looks, it’s reinforcing what it stands for: energy, creativity, and connection. The new Brand Identity is a statement of intent, inviting consumers everywhere to join Tuborg in celebrating life with confidence and excitement.

Tuborg has always been synonymous with music, creativity, and vibrant social experiences. This evolution takes that spirit to the next level. The new identity introduces a cleaner, more contemporary look with striking typography, simplified structures, and a refreshed colour palette that radiates confidence and optimism. The stronger portfolio architecture, with tighter fix and flex structure, has increased the brands’ consistency and cohesion, wherever and however Tuborg is being activated. Every element has been designed to make Tuborg stand out on shelves, in bars, and across digital platforms, wherever consumers connect with the brand. 

Behind this transformation is the creative expertise of Design Bridge, who collaborated closely with our global Tuborg brand team and markets to craft a system that balances heritage with innovation. The result? A design language that feels unmistakably Tuborg: bold, energetic, and ready to inspire the next generation of beer drinkers.

“Tuborg has always been about more than beer, it’s about creating moments that matter,” said Anna Katrine Drumm-Hakim, Global Brand Director for Tuborg. 

“Our new Brand Identity reflects that ambition. It’s fresh, modern, and designed to resonate with consumers who seek individuality and excitement. This is a big step in strengthening Tuborg’s global presence and relevance.”

The refreshed identity is a strategic move to future-proof the brand in an increasingly competitive market. By simplifying design elements and introducing a flexible system, Tuborg can now deliver a consistent yet adaptable look across all touchpoints, from packaging and point-of-sale to digital campaigns and experiential activations.

The rollout will take place throughout 2026, starting with priority markets in Asia and Europe, followed by global implementation across the year. Consumers will soon experience Tuborg’s new look in-store, online, and at events. A visual evolution that promises to make every interaction with the brand more impactful and memorable.

Go to Tuborg.com for more about the brand.