11 October, 2006

UK: Carlsberg claims to be the first major brewery to launch a Christmas beer

Carlsberg UK is claiming to be the first major UK brewer to launch a specially brewed Christmas beer. The limited edition lager builds on the popular tradition of Danish Julebrygs – specially developed beers launched for the Christmas Festive period, Checkout Magazine posted October 09.

Carlsberg Christmas Beer is said to be a rich, dark Continental-style premium lager, traditionally brewed with an added blend of Munich, crystal and chocolate roasted malts, to make a “smooth and dark beer that has a roasted flavour with a hint of caramel”. The beer is 5.6% alcohol by volume and is available in 4 x 440ml cans, with a design to reflect the festive season. The target market for the beer is 18-55 year-old men.

Darran Britton, marketing director at Carlsberg UK, said: “Christmas beers have been a tradition in Denmark for hundreds of years, and play a major part in the festive season. We have taken a traditional Danish recipe for Christmas Beer and adapted it to suit the British palate. It is therefore a unique product, developed for the UK market.”

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