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Carlsberg launches Christmas beer
Festive cheer from Danish brewer
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| Christmas beer |
Carlsberg UK is claiming to be the first major UK brewer to launch a specially brewed Christmas beer. The limited edition lager builds on the popular tradition of Danish Julebrygs specially developed beers launched for the Christmas Festive period.
Carlsberg Christmas Beer is said to be a rich, dark Continental-style premium lager, traditionally brewed with an added blend of Munich, crystal and chocolate roasted malts, to make a smooth and dark beer that has a roasted flavour with a hint of caramel. The beer is 5.6% alcohol by volume and is available in 4 x 440ml cans, with a design to reflect the festive season. The target market for the beer is 18-55 year-old men.
Darran Britton, marketing director at Carlsberg UK, said: Christmas beers have been a tradition in Denmark for hundreds of years, and play a major part in the festive season. We have taken a traditional Danish recipe for Christmas Beer and adapted it to suit the British palate. It is therefore a unique product, developed for the UK market.
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