FDBusiness.com

After testing organic Tuborg at summer festivals in 2014, Carlsberg is now preparing to launch Tuborg Ra as part of the permanent brand portfolio in the Danish market. “We are seeing a trend we refer to as back to basics, which is a counter-trend to the very busy online world in which we live. It is within this context that consumers demand products that give a ‘closer to nature’ experience,” says Pernille Arnt, Senior Innovation Manager at Carlsberg Denmark.

Currently, only two other organic beers exist in Carlsberg Group’s portfolio – Jacobsen Extra Pilsner craft beer and Carlsberg Organic (only available in Sweden).

This summer Tuborg Ra will once again be served at the major music events Roskilde Festival and Northside Festival.

Tuborg Ra will arrive in Danish supermarkets in September and will be priced similarly to Tuborg pilsner.

“The expectation is that the organic launch will play a role in lifting the sale of the mainstream Tuborg brands by adding value to the category and gaining market share in the short term,” says Pernille Arnt.