Carlsberg København Collection
Carlsberg launches a new limited edition; The København Collection. By naming the collection after the capital of Denmark it’s another step in the direction of helping to re-align the brand with its Scandinavian homeland and rediscover its Danish roots. Not only the simplicity of Danish design is applied but an abstract interpretation of Carlsberg’s most iconic ingredients is carried into the design. These 3.8% lager’s ingredients are barley, hop and yeast.
Taxi Studio has been helping with developing and marketing this limited edition. Spencer Buck, Creative Partner & Founder at Taxi Studio expands on Carlsbergs approach: “Denmark is famous for its clean lines and refined craftsmanship so, naturally, a Danish- design aesthetic lent itself perfectly to our abstracted approach to Carlsberg’s ingredients. The more we developed the designs the more we saw the potential for supermarket shelves to act as walls of a gallery and so to us, that’s what the København Collection became – our small contribution to Carlsberg’s art of brewing beer.”
Darren Morris, Brand Portfolio Director for Carlsberg UK said:
“The København Collection is an exciting launch for Carlsberg – helping to mark our 170 years of brewing excellence. Carlsberg is certainly no ordinary lager – we have a remarkable place in the history of brewing. The designs are brave and bold and really help Carlsberg to start demonstrating its unique place in the beer category.”
This launch is also a part of a major marketing push towards younger drinkers, also known as the millennials. Research by Carlsberg even suggests that millennials influence non-millenials to purchase something similar so these limited editions should reach a huge target group.