Carlsberg is shining a spotlight on its brewing history with its latest launch, 1883, looking to cement its position in the mainstream lager market.
On-trade exclusive Carlsberg 1883 is brewed using 134-year-old yeast, a follow-up from its 2016 Rebrew project, where 600 limited-editions were made.
With 1883, Carlsberg has tweaked the taste to create a beer that celebrates the past without getting stuck there, and appeals to a contemporary beer drinker who is becoming much more adventurous in their repertoire.
With its malt aroma, sweet-biscuit body and a well-balanced finish, 4.6% Carlsberg 1883 is set to reinvigorate a standard lager market that has been rather quiet of late.
Using original yeast from the Rebrew project to make 1883, the team celebrated Saccharomyces Carlsbergensis, the first pure lager yeast strain. The development of said strain led to modern brewing, according to Carlsberg.
'Following on from the recent successful relaunch of Carlsberg Expørt, which drew on Carlsberg’s rich Danish heritage, Carlsberg 1883 further enhances our firm commitment to what is the engine room of the on-trade – mainstream lager – which is worth £3.8bn in sales,’ said Liam Newton, vice president of marketing for Carlsberg UK.
‘The beer market has changed immeasurably in the last few years. While the craft beer boom has expanded people’s beer-drinking horizons, the standard lager market still represents four out of every 10 pints of beer sold in pubs and bars.
‘Contemporary beer drinkers want flavour, they want authenticity, they want history and they want provenance – Carlsberg 1883 delivers all of this and more. It celebrates the discovery by Carlsberg of the first purified yeast strain that was shared with brewers worldwide to ensure consistency and quality in every brew, and it also inspired the invention of the pH scale.'
Carlsberg 1883, which will be available exclusively to the on-trade for a limited period only on draught, is set to be followed by an array of further innovations in 2018. Other plans in the pipeline include the rebirth of an iconic brand and serious continued support for its core Carlsberg Pilsner brand too. Watch this space.