Carlsberg UK is dedicating £5m to promote the UK launch of its Tuborg lager.

The brand, which originated in Denmark, has already been successful in Russia and Eastern Europe and will be available in the UK off-trade from 2 April.

Tuborg is aimed at 18 to 30-year-olds who drink mainstream or premium lager. It will be promoted on the internet through social networking sites such as MySpace.

"We believe drinkers are crying out for a beer that cuts through the tradition of the UK beer market," said Darran Britton, Carlsberg UK marketing director.

"Everything about the brand, from its packaging to its sponsorship of music festivals such as Roskilde in Denmark and Exit in Serbia, is fun."

The lager is sealed with a ringpull cap, which the brewer said, "takes away the time that is wasted when looking for a bottle opener and really makes it the ideal party beer".

The 4.6% abv lager will come in 275ml bottles in eight and 12-pack formats.