Tuborg, the second main brand produced by Denmark's Carlsberg brewery, is sold in over 100 countries worldwide, but it is about to face one of its most difficult tasks to date - cracking the US, the world's biggest beer market.
Bowmont Corporation of Connecticut has just been awarded the exclusive rights to import and distribute Tuborg Gold beer in the US, where the brand has not been available since 1994. Tuborg Gold accounts for 42 per cent of all Tuborg sales worldwide, and is an important part of the Carlsberg portfolio.
"Tuborg Gold has strong international pedigree and has proved successful, not only in its Scandinavian home market, but also in many export markets," said Torbjorn Wicklander, senior export manager for Carlsberg Breweries. "We believe that Bowmont Corporation has the sales network and experience to transfer that success to the US."
The US accounts for around 17 per cent of all the beer sold in the world, according to Carlsberg, and as such represents a major opportunity for any brand which is well positioned, marketed and distributed. Although domestic brewers such as Anheuser-Busch, Miller and Coors have traditionally dominated the market, imported beers have been growing in popularity in recent years, and Carlsberg clearly believes that the time is right for Tuborg Gold to play its part in that growth.
"We are extremely excited to re-launch Tuborg Gold. We believe this premium brand with its exceptional quality and value, great brand recognition and its outstanding packaging has excellent potential, especially in light of the fact that historically, Tuborg Gold has sold close to 10 million cases per year in the US," said Anne-Line Blanco, vice president of Bowmont Corporation.
Tuborg Gold will be available nationally from wholesalers during the fourth quarter packaged in glass bottles in six-packs and 50cl cans. Promotion will be focused on below-the-line activities and include price incentives, special offers and branded merchandise.
Tuborg was first exported to the US in the 1880s, with some of the first shipments arriving on the same ships that brought settlers from Scandinavia. But with the dominance of local brands being so great for most of the next century, it was withdrawn from sale in the US in 1994, only to be re-launched again now in altogether more promising market conditions.
Tuborg Gold is described as an elegant, light amber lager that gives an uncompromising first impression with its golden colour and captivating aroma of fruit and malt with subtle undertones of fennel. It has a predominantly dry body and a subdued hoppy character.