Carlsberg is rolling out premium bottled lager Tuborg in cans this summer as part of a £2m investment in the brand.
The brewer has also announced that the beer will sponsor the Leeds and Reading Festivals, adding to its portfolio of festival tie-ups, which include this year's Glastonbury, O2 Wireless and Download.
"We are putting significant investment behind Tuborg this year following last year's highly successful launch," said Ged Lowry, head of take home, customer marketing. "The new can format will help broaden the brand's appeal and, by focusing on the summer music festival scene, we can reach consumers in an environment that emphasises the brand's sociability."
By selling cans in addition to bottles, the brewer is hoping to increase distribution of Tuborg through
c-stores and cash & carries.
Lowry denies the move into cans will damage the brand's premium image. "There are some consumers who like to drink only from bottles and some who prefer cans," he said. "This is a way of making sure we maximise the appeal of Tuborg and the number of occasions on which it can be consumed."
The 4.6% abv Tuborg was launched last April in the UK after success in its domestic market, Eastern Europe and Russia.
Its trademark is a ringpull bottle cap that "takes away the time that is wasted when looking for a bottle opener", according to the brewer.