Carlsberg refreshes its brand identity, complete with various technological innovations to help you enjoy “probably the best beer in the world”.

What happens when you can’t change what has been a beer recipe that’s been successful and wildly popular around the world? Well, you change the packaging, of course. Copenhagen, Denmark-based Carlsberg has just revamped its brand identity, complete with a new look and technical improvements to elevate your beer drinking experience.

We’ll have to admit; while we’re not easily impressed by a brand update, Carlsberg’s new minimal and clean look is refreshing and is set to help its products stand out on shelves and fridges from among their competitors.

But the changes that are truly impressive are the ones you can’t see – Carlsberg has introduced a series of new packaging innovations, including an innovative “Fresh Cap” on its bottles that promises to help keep beer fresher for longer by reducing oxidation inside the bottles; essentially the new caps contain an oxygen scavenger in the liner of the cap which actively absorbs oxygen – ensuring that the beer tastes fresher and better for longer.

That’s not all.

You’re looking at simple tweaks like open tear perforation on its beer packs to make retrieving beers from packaging a lot more convenient, or ecological-friendly improvements such as silver ink ​on its bottle label ​produced using renewable energy – and which makes it more recyclable-friendly – or a ​new coating of wax emulsion concentrate ​that helps double the lifetime of its refillable glass bottles.

Carlsberg is also introducing stemmed glassware – bowl-shaped in design, allowing for a smoother pour and comes with a tapered mouth for a more aromatic beer with 25% better foam retention – to improve your drinking experience at the bar… assuming they’re not all stolen by patrons for use at home.

“At Carlsberg, we’re constantly in pursuit of new ways to make probably the best beer in the world even better. And not just the way it tastes. We are looking at everything we do, including our packaging. Through Carlsberg’s newest line-up of betterments, we hope to champion our constant pursuit of better beer and create solutions that will not only produce higher quality beers, but also help our consumers lead more sustainable lives,” says Mr Olivier Dubost, General Manager of Carlsberg Singapore.

“Despite our new look, loyal Carlsberg drinkers can expect the familiar taste they have grown to love as our beer is still brewed with the same natural ingredients and attention to quality that has ensured its great taste for the past 170 years,” added Dubost.

Beer lovers can experience for themselves all these new innovations at its “Pursuit for Better” marketing activation held at Plaza Singapura’s atrium from 15 to 25 August 2019, and ​embark on a one-of-a-kind immersive experience where they can discover the brand’s past, present and future. They’ll even get a free glass of “probably the best beer in the world” while perusing the exhibition.



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