Carlsberg are ready to launch a beer with an international face. The Danes will be the first to taste Copen*Hagen, but the rest of the Carlsberg world will get its chance next year.
Copen*Hagen is the name of Carlsberg’s new beer and the first innovative offering for the new generation of beer drinkers who delight in the full package of design, taste and quality.The beer has a light, refreshing taste, while the design is rooted in Copenhagen as an international city of fashion and design. Copen*Hagen is intended for modern women and men, who appreciate a refreshing taste delivered in a stylish design.
CCL Label produces label with paper appearance.
The target was to produce a PSL label with paper appearance. For that reason 3 times white is printed as well as a matt varnish which covers the label. In order to receive nice design effects, some elements have not been covered by matt varnish (COPEN*HAGEN / 56°N / Carlsberg), which means they stand out from the rest of the matt label. Currently the labels are applied at a glass manufacturer. Labelled bottles will be supplied to Carlsberg for filling. The bottles are washed before filling, which is the reason why pasteurizable material is needed for label production.
“We can see that there are a number of consumers, especially women, who are very aware of design when they choose beverage products. There may be situations where they are standing in a bar and want their drinks to match their style. In this case, they may well reject a beer if the design does not appeal to them," says Jeanette Elgaard Carlsson, International Innovation Director at Carlsberg. "The consumer surveys that we have conducted in Denmark show that 98% of the target group finds Copen*Hagen exciting."
The beer will be available in Denmark this year and in the rest of Europe and parts of Asia in 2012.