UK: Carlsberg to launch multi-million pound Carlsberg Edge TV campaign

Carlsberg is planning to launch a multi-million pound TV campaign to support the launch of Carlsberg Edge, The Morning advertiser posted September 05.

The beer, which is brewed with citrus fruit, will debut on TV screens later this year as the brew goes head to head with Scottish & Newcastle's newcomer Foster's Twist.

The advertising will come as the company ramps up support for its core Carlsberg brand around the start of the Premiership season to capitalise on its status as the official beer of the England team.

As part of a £10.5 million marketing package for the beer this year, advertising will appear during key dates in the football calendar.

Meanwhile, the brewer has de-listed Duckstein, the speciality beer it acquired when it bought Holsten in 2004.

A spokesman for the company said: "The Duckstein launch in the UK was a trial; demand in the UK has not been as high as in Germany, where this product has been very successful.

"However, we have not ruled out the option of re-introducing the brand again in a different format at a later date."

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