FDBusiness.com

Tuborg Launched in China For the First Time

 Breaking News
  • 2 Sisters and Standards in Poultry Processing Report Published The Environment, Foods and Rural Affairs Committee in the UK has published its report into 2 Sisters Food Group and Standards in Poultry Processing. The Committee launched an inquiry into 2 Sisters and poultry standards following the undercover footage released by The Guardian and ITN. The evidence sessions looked at the issues raised at the 2 [...]...
  • ADM Wins ‘Most Innovative Food Ingredient’ at Gulfood Excellence Awards Archer Daniels Midland Company has been awarded ‘most innovative food ingredient’ for its natural sweetening solution, Fruit Up® Fiber, at this year’s Gulfood Manufacturing Industry Excellence Awards. The awards recognize best practices and innovation within the food manufacturing industry value chain. Entries were judged on the additional value the innovations brought to developers, as well as [...]...
  • Bayn Europe Enters China Sugar Reduction Market Bayn Europe has signed a strategic framework agreement with Kong Wua Group in China, outlining the establishment of a R&D center for sugar reduction and production of sugar replacer solutions. Through the agreement, Bayn and Kong Wua will bring sugar replacer solution to the market to help tackle the sugar over-consumption social problems. “It is important [...]...
  • It’s Time to End Food Waste – White Paper Among the most interesting topics in the publication ‘It’s time to end food waste’ is a closer look at the psychology of food waste by Nina Waldhauer at the University of Wageningen. Waldhauer explains how “(…) the food sector business can create opportunities for reducing consumer-related food waste. It can be done in ways that acknowledge consumer´s goal [...]...
  • Orkla Sells K-Salat to Stryhns Orkla Foods Danmark has agreed to sell its K-Salat business to Stryhns, which is part of the Norwegian Agra group. The purpose of the sale is to concentrate Orkla’s activities on fewer categories. K-Salat has a product portfolio of salad spreads, mayonnaise, remoulade, dressings and potato salads in Denmark. Under the agreement, Stryhns will take over [...]...

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

  • November 28, 2017Fi Europe
  • December 4, 2017Plastics and Paper in Contact with Foodstuffs 2017
  • January 8, 2018RAI Exhibition
  • January 16, 2018Sival Plant Production Trade Show
AEC v1.0.4

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber





Subscribe Here



Advertisements