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Carlsberg-Tetley, the Anglo-Danish brewer is to invest 70 per cent more on marketing to relaunch its flagship lager brands in an attempt to take on rival brewers Scottish & Newcastle, Interbrew and Coors. The Carlsberg and Carlsberg Export brands will both be revamped and feature new packaging and bottles. 'Export has increased sales by 100 per cent over the past 12 months, while Carlsberg sales have increased by 35 per cent,' said Doug Clydesdale, managing director brand and sales. 'The relaunch programme will ensure we're in good shape to exploit the changing marketplace.' Carlsberg has also enlisted the talents of Danish supermodel Helena Christensen in a new advertising campaign, and hopes to increase its share of the UK beer market to 20 per cent. As another part of the marketing push, the group has introduced a new bar tap, the high-tech 'vortex', to 200 pubs. Developed at the University of Birmingham, the tap allows a pint to be poured in 14 seconds allowing staff to serve 30 per cent more pints a night.
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