The Danish brewer says it is investing significantly in repositioning its brand to support its ambition to be the “fastest growing global beer company”.
Its beers are available in 140 markets and the aim is to double profits by 2015.
Carlsberg says its visual identity has been modernised, distribution channels improved and a new range of packaging is being rolled out.
It says it has more than 100 scientists in its research laboratories looking for improvements in quality, both in terms of taste and production. Recently a new type of barley, Null-LOX barley, was developed. It is a high yielding strain and it provides a better head or foam on the beer. Plus the beer stays fresher longer. Carlsberg also has a new fast-acting strain of yeast.
The concern is that its green logo is well known but the company feels that sales do not equate to its brand recognition.
Carlsberg CEO Jørgen Buhl Rasmussen, said: “People are familiar with Carlsberg but do not necessarily know what it represents. This global launch is our way of getting our story out there to both our mature markets and our newer markets. We want people to know that Carlsberg beer stands for something - for heritage, for quality, for great taste and for doing the right thing.
"Although international recognition is good, it is not enough,” said Rasmussen. “We are investing significantly in the Carlsberg brand, widening our distribution channels and making every effort to get closer to our customers and consumers. "