Carlsberg Puts $5M Behind Blackcurrant Beer Push

Carlsberg is launching a £3 million (US$5 million) marketing drive to promote the launch of its Blackcurrant flavored beer in a push to exploit rising demand for the sub-category from younger drinkers. The brewer is rolling out “Carlsberg Blackcurrant” to supermarkets nationwide next month following an exclusive tie-up with Asda throughout February. It will be available in a variety of pack sizes including what the company describes as a first for the beer category, a “660ml sharing bottle." (Marketing Week)