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Malawi: Carlsberg unveils new brands

Carlsberg Malawi Limited on Thursday courted the media to a launch of a beer selection campaign in which consumers would choose from three new Carlsberg variants—Gold, Classic and Elephant—as part of the company’s celebrations marking 40 years of existence in the country.

As unveiled to the reporters, the three beers come in 340ml glass returnable shoulder bottles with Classic having an alcoholic content of 5.0, 7.2 for Elephant and 5.7 for Gold.

Carlsberg’s brands manager for alcoholic beverages Reginald Njiragoma said Classic is for "when you want to fully treat yourself and you can not expect nothing less, Gold for those moments when you deserve the best and Elephant for consumers seeking adventure.

"Consumers will have to choose [among the three] a beer for the next 40 years," said Njiragoma.

On the future of the existing Carlsberg brands—Green, Special, Brown and Stout—the company’s commercial director Mads Burmester said "there is no reason to worry" and that "consumers should continue enjoying their beer without fear of their beer being taken off the market."

Njiragoma said the beer selection campaign would go to bottle stores, themed pubs, clubs, supermarkets and supperretes and that the winning variant would be announced in December.

Voting instructions, as a laid out on labels on the new beer bottles, would have the consumer voting for the beer of their choice by logging on to www.sobomw.com or sending an SMS on the name of the beer of their choice to either 04404040 or just 40 40.

The beers’ recommended retail price is K100 while the recommended wholesale price per case of 20 is K1,798.67.

Among the highlights of the interactive launch was when one of Carlsberg’s brewer Bonaventure Nanthulu shared a trick on testing a beer for aroma and taste.

It involved [as he did it] swirling a half full glass and smelling it for aroma. The process is repeated.

Then the swirling is done with one arm covering the mouth of the glass, followed by another dose of smelling the beer. Then, at the very end, the swirling with one hand on top of your glass comes again, followed by the smelling and a sip to catch the taste.

written on 26.08.2008 um 15:03.

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