Carlsberg Plans Major Brand Revamp

April 5, 2011

Stockholm-based Carlsberg A/S, the world's fourth-largest brewer, is looking to double the profits of its flagship brand by 2015 by revamping the lager's ingredients, branding and distribution, reports the Wall Street Journal.

New labeling (hardly changed since 1847) will be accompanied by a new tagline -- "That calls for a Carlsberg" -- and a brightened-up version of the brand's logo. The lager will also be brewed with a new strain of barley developed by the company.

Carlsberg A/S has 500 brands sold in 140 countries. Carlsberg, which sponsors international soccer, is the brewer's best-known brand, but currently accounts for just 10% of its sales, per WSJ.

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