An injection of electric blue to the colour palette delivers both refreshment and creates disruption in the traditionally green-on-green international premium lager category.

Always associated with music, Tuborg has moved from establishing and sponsoring large rock festivals, to modern day music partnerships with international DJs. To reflect the importance of music in Tuborg’s DNA we have developed the graphic of an amplifying pulse, coming from the heart of the product (its main bottle label) and moving through the world, effecting and adding rhythm to everything it comes into contact with.

Combined with more familiar beer language in the form of reimagined heritage marks, hop symbols and bottle pack shots, the new identity is reassuringly authentic, yet refreshingly new, cutting through at shelf and providing a rich set of assets for future growth with exciting new music partnerships.

Tuborg’s 2017 volume growth in its first 4 launch markets was an overall growth of + 3,4%. This included double digit growth in Serbia + 20%, Belarus + 22,3 % and Romania + 18%. Russia was Tuborg’s biggest success story – a country of immense volumes but a marketplace declining due legislative changes including a restriction on alcohol advertising. Category sales are declining at a rate of – 6%, Tuborg had been declining faster but has broken the trend and is now only at – 5.7%.