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.
Referring to the launch, 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 & distribution capabilities, we are
confident of expanding the category and will continue to offer exciting choices to our consumers from
their favourite brand.â€
Tuborg White is currently available in Maharashtra and will soon be launched in other states in the
coming months.
About Carlsberg India
Carlsberg India Private Limited (CIPL) commenced its operations in 2007 with the first production in Paonta Sahib,
Himachal Pradesh. CIPL focuses on developing and strengthening its brand portfolio through innovation and
commitment to superior quality. The product portfolio of the company includes its brands – Carlsberg Smooth,
Carlsberg Elephant, Tuborg Green, Tuborg Strong and Tuborg Classic. As a member of the Carlsberg Group,
Carlsberg India offers beer for every occasion and for every palate and lifestyle.
