Tuborg debuts first hard seltzer


Carlsberg brand Tuborg has announced the launch of its first hard seltzer.

The alcoholic canned beverage is seeing huge growth worldwide and the latest addition has come from Tuborg.

The product, which come in a mango and passionfruit flavour, will be launched in the Scandinavian market.

“Globally, we can see a peaked interest in Hard Seltzers due to a growing demand from consumers seeking alcoholic alternatives which contain less sugar and fewer calories, but at the same time have the same alcohol level as a typical beer,” says Stephanie Illgner, Global Marketing Director Brews & Beyond at Carlsberg Group.

“The Hard Seltzer category in the markets where we have launched so far is still relatively small, but it is rapidly growing in terms of volume and penetration. 

“Line extensions under a strong brand seem to work very well, and the launches of Hard Seltzer under the Somersby brand in Singapore and Denmark have been promising so far, so we are looking forward to see the results of Tuborg Hard Seltzer also,” she adds.

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