FDBusiness.com

Tuborg Launched in China For the First Time

 Breaking News
  • HKScan Opens New €80 Million Poultry Plant HKScan, the Nordic meat group, has just opened its new, state-of-the-art poultry unit at Rauma in Finland. Valued at over €80 million, the new facility is the largest investment in HKScan’s history. Indeed, the state-of-the-art Rauma unit ranks among the most significant investments in the history of the Finnish food industry. Jari Latvanen, president and chief [...]...
  • Record Growth For UK Food and Drink Exports in First Half of 2017 The first half of 2017 saw exports of all UK food and drink grow to £10.2 billion, up 8.5% on the first half of 2016. This represents the highest first half exports value on record. The UK’s top 3 export products are whisky, salmon and beer. Contrary to recent export trends, stronger growth was reported [...]...
  • Nurturing Locally, Growing Globally – International Meat Congress ICoMST 2017 in Cork The 63rd International Congress of Meat Science and Technology (ICoMST 2017) took place at the Rochestown Park Hotel, Cork, during August 13-18, 2017 and was chaired by Teagasc’s Assistant Director of Research Declan Troy. Over 450 papers were presented at the congress, many by Teagasc researchers. The role of meat in strategies to achieve a sustainable diet [...]...
  • Tempting Batters Now With Clean-label Benefits A leading German natural starch producer, KRÖNER-STÄRKE, perhaps better known as a natural, starch supplier for bread manufacturers, has turned its attention to the convenience market. With a view to cleaning-up the unhealthy image of breaded or battered foodstuffs, the company has succeeded in developing specialist wheat starches which allow food processors to formulate on-trend, [...]...
  • B&R is Introducing a Hypervisor For Its Automation System B&R is introducing a hypervisor for its automation system. This software allows Windows or Linux to run alongside B&R’s own real-time operating system. That enables you to combine the control and HMI applications on a single PC, for example, or have an industrial PC double as both a real-time controller and an edge controller that [...]...
  • Florette Further Expands its UK Business In line with its strategy to be a major player within the UK fresh produce category, Florette UK & Ireland (part of the French Agrial group) has acquired the Wigan site of MyFresh Prepared Produce, a producer of a wide range of salad and vegetable products. MyFresh, Wigan, which employs almost 300 people and was [...]...

Tuborg Launched in China For the First Time

Tuborg Launched in China For the First Time
April 19
11:01 2012

Following on from last year’s global repositioning of its Carlsberg flagship brand, Carlsberg Group is now in the process of rolling out a rejuvenation programme for Tuborg, one of the top ten international premium beer brands, across many of its key markets. The Danish brewer has just launched Tuborg in China.

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’. 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.

“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,” comments Stephen Maher, chief executive of Carlsberg China. “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. 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.

About Author

mike

mike

Related Articles



Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • September 11, 2017drinktec
  • September 13, 2017FI Asia
  • September 19, 2017PROCESS EXPO 2017
  • September 22, 2017Global Summit on Food & Beverages
AEC v1.0.4

The Magazine

F&D Business Preferred Suppliers

Advertisements