Carl’s Lab – a Carlsberg bar

It strikes me that there’s something unique about Carlsberg, when compared to the other multinational megabrewers like Heineken or Budweiser. Carlsberg actually makes many different kinds of beer under the Carlsberg/Tuborg brands (and also sodas btw) most of which are only sold in its home market Denmark. Pilsners, light beers, bocks, gourmet beers, strong beers, ales, wheat beers, seasonal beers (Christmas and Easter) etc.

Why not open a few bars in major cities (NYC, Tokyo, Paris, Singapore, Copenhagen) featuring only Carlberg products?

I could see the following benefits from such a strategy:

  • A place to test the market for new products
  • A place to get a more intimate understanding of customer preferences
  • A way to differentiate the Carlsberg brand – not just another megabrand selling beer that tastes like everything else, but actually a serious brewer
  • A place to tell the Carlsberg story, which is very rich and positive
  • Take beer seriously – take the lead in making beer-bars cool
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