“Copenhagen is the name of Carlsberg’s new beer and the first innovative offering for the new generation of beer drinkers who delight in the full package of design, taste and quality. The beer has a light, refreshing taste, while the design is rooted in Copenhagen as an international city of fashion and design. Copenhagen is intended for modern women and men, who appreciate a refreshing taste delivered in a stylish design. “We can see that there are a number of consumers, especially women, who are very aware of design when they choose beverage products. There may be situations where they are standing in a bar and want their drinks to match their style. In this case, they may well reject a beer if the design does not appeal to them,” says Jeanette Elgaard Carlsson, International Innovation Director at Carlsberg. “The consumer surveys that we have conducted in Denmark show that 98% of the target group finds Copenhagen exciting.”
