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Carlsberg India Steps Into The Wheat Beer Segment With Tuborg White

Carlsberg Uses its global expertise to launch European styled wheat-malt brew for a refreshing and smooth drinking experience

Carlsberg India enters the premium wheat beer segment with the launch of Tuborg White. This new Tuborg offering is beyond any ordinary lager. It is a cloudy drink with a smooth refreshing taste with a subtle fruity twist. It is yet another premium beer from the portfolio of Carlsberg India that provides consumers who are seeking beverages with a new taste profile that can be enjoyed with friends and family.

Over the last decade, the wheat beer segment has developed wide acceptance in India with a loyal base of consumers. There is an opportunity to expand this segment with the right liquid providing a consistent refreshing taste.

The recipe for this brew was developed specifically to appeal to our Indian consumers by our expert brewers in our R&D center in Copenhagen, Denmark. It delivers the consistency and perfection that Tuborg is known and loved for across the world. The new brew has been launched across Maharashtra in 500ML Can and 330ML glass bottles with an attractive launch price of Rs 170/- and Rs 140/- respectively. This is the most premium priced offering in the Tuborg portfolio and in line with the choice of ingredients and its standout packaging.

Partha Jha, Vice President Marketing, Carlsberg India said, “The launch of Tuborg White reinforces our commitment to the Indian market. Tuborg White is a unique European style brew specially customized for the Indian consumer. With the easy-to-drink refreshing liquid layered under a delicate fruity twist, we are sure it will be loved not only by lager drinkers but all consumers looking for a change from the regular. With our manufacturing and distribution capabilities, we are confident of expanding the category and will continue to offer exciting choices to our consumers from their favourite brand.”

Tuborg White is currently available in Maharashtra and will soon be launched in other states in the coming months.

We really like the new golden packaging Carlsberg has given to Tuborg White. We can’t wait to gulp it down.

meghana@brewer-world.com

A fervent writer with years of experience in media and journalism. For the past years she has been functioning mainstream media, tabloids, magazines and web news platforms gaining experience writing diverse styles for several target audiences on topics such as lifestyle, food, travel, politics, news, events, books and culture, entertainment and more. A actor, food critic, traveller, swimmer, and a home cook add up to her profile.

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