Carlsberg introduces blackcurrant-flavored lager, Carlsberg Blackcurrant, in UK in bid to appeal to wider audience of alcohol drinkers

, February 26, 2014 () – Carlsberg UK has spent £3 million in a campaign to introduce its new blackcurrant-flavoured lager, Carlsberg Blackcurrant, in a bid to appeal to a wider audience of alcohol drinkers.

From March, the brewing firm is rolling out Blackcurrant in supermarkets nationwide, following an unique launch period with Asda this month.

"We re working to be the best beer and beverage business in the UK by providing our customers with a range of beers and beverages that appeal to every occasion and every consumer. Our insight shows consumers are looking for a range of flavours from established everyday categories and the brands within them. This trend, combined with the explosive growth of the easy-to-drink beer category, means new products like Blackcurrant are creating a sizeable opportunity for retailers. We re confident it will quickly become a core part of the Carlsberg family of brands," Dharmesh Rana, senior brand manager for Carlsberg UK, said.

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