Available from Sains-bury's Local now, the PET bottle (rsp: £1.49), embossed with the Carlsberg logo, would cash in on a "huge" untapped potential in chilled beer, the brewer said. An in-store chiller was likely to attract four times the footfall of an ambient fixture, it claimed.
"The combination of a premium chilled lager with the convenience of a PET bottle creates a real opportunity to build sales," said David Scott, director of customer marketing at Carlsberg UK.
Sainsbury's beer buyer Susanne Wood added: "We are always looking for the most convenient formats for customers and this is a fine example of supplier-led packaging innovation."
Sales of Carlsberg Export have risen 8.8% to £140.2m year-on-year [Nielsen 52w/e 14 May 2011].