Carlsberg has released details of a packaging update for its Tuborg brand.
The beer, which, along with the group’s namesake lager, is available in multiple markets worldwide, has had its “distinctiveness … elevated” and its “global brand equity … strengthened”, the brand’s owner said today (14 January). The refresh, which will apply across all of Tuborg’s markets, is designed to catch the attention of “younger, experience-driven consumers”.
Among the changes to be introduced are “striking typography, simplified structures and a refreshed colour palette … “. The update will roll out first to Tuborg’s priority markets across Asia and Europe in the coming weeks.
“It’s a cleaner, more confident system designed to work hard in the real world,” said Tuborg’s global brand manager with Carlsberg, Nicole Toetenel. “With simplified structures, a more vibrant colour palette and a strengthened portfolio architecture, every element is designed to help Tuborg stand out consistently wherever consumers meet the brand.
“This evolution isn’t just about aesthetics. It’s how we’ll drive distinctiveness, premiumisation and growth, and keep Tuborg relevant for the next generation of drinkers.”
In results from the nine months to the end of September, reported in October, group sales came in flat with two of the three quarters of 2025 so far generating declines. Full-year figures will be announced on 4 February.
