Tuborg (“Tuborg”)

Tuborg is an international beer brand present in over 100 countries. The history of many years of rivalry between the largest Danish beer producers Tuborg and Carlsberg ended with the takeover of Tuborg and the formation of the Carlsberg Group. Today, the company’s premium brands – Carlsberg, Tuborg and Baltika – are in the European TOP-10. In 2016, Carlsberg Group’s total sales amounted to 35,8 billion bottles. In Russia, Tuborg became the first foreign beer produced under license.

In the history of Tuborg, several names are important at once: Karl Tjetgen, who bought a plot of land with a brewery, built a house and named it Thuesborg (Tewsborg). Subsequently, this name, slightly modified, gave the name to the new beer. A huge contribution was made by Philip Heyman, who, together with several partners, founded the Tuborg Fabriker brewery. Finally, the legendary brewer Hans Beckevold deserves laurels, who in 1880 brewed Tuborg Pilsner, which brought the brand worldwide fame.

For almost its entire existence, Tuborg has competed with another major Danish manufacturer, the Carlsberg brewery. This is a rare case when two competitors did not slide into a “fight without rules”, but tried to find a mutually acceptable compromise. So, in 1903, the two giants peacefully divided the market in half, signing an agreement on the division of supplies and income. In the XNUMXth century, after numerous reorganizations and mergers, Tuborg was taken over, and now it belongs to the Carlsberg Group.

Awards

Big Moscow International Beer Festival:

• 2006 – “Golden Osiris” (Tuborg Green) in the category “Best Light”;
• 2009 – “Silver Osiris” (Tuborg Green).

Award “Product of the Year”, Moscow:

• 2009, 2010 – victory in the category “Best licensed brand”.

International competition of beer and brewing malt, Kiev:

• 2007 – Grand Prix (Tuborg Green).

European Beer Star, Грефельфинг:

• 2004 – Silver (Tuborg Green) medal.

International Beer Challenge, London:

• 2010 – Bronze (Tuborg Strong) medal;
• 2012 – Bronze (Tuborg Green) medal.

The International Brewing Awards, Лондон:

• 2015 – Bronze (Tuborg Green) medal.

Ambrosia Award, India:

• 2009 – Pobeda (Tuborg Green) in the category “Best Light Beer”;
• 2010 – Victory (Tuborg Strong) in the “Connoisseurs’ Choice” and “Best New Product of the Year” categories.
• 2014 – Victory (Tuborg Mild) in the category “The most popular beer of the year”.

MSK Awards, Nairobi:

• 2017 – Best Experimental Marketing Campaign, Best Advertising Campaign, Best Product Launch.

Eurobest Awards:

• 2016 – Silver medal for Your Choice Of Fun advertising campaign.

Cannes Lions International Festival of Creativity:

• 1990 – “Silver Lion” for the Tuborg Squash commercial;
• 1992 – “Golden Lion” for social advertising “1 Beer, 2 Beers, 3 Beers”;
• 2012 – “Bronze Lion” for a new packaging design.

Moscow Red Apple Advertising Festival:

• 2012 – Silver VideoSnatch Promotion Award.

Interesting Facts

Tuborg was the first beer to be awarded a monument: it was built in 1888 on the Town Hall Square in Copenhagen for the opening of the International Exhibition. The monument is a 26-meter copy of the bottle, under the lid of which there is an observation deck. Initially, those wishing to admire the panorama of the Danish capital were lifted up by the first mechanical elevator, which was later replaced by a spiral staircase. At the end of the exhibition, Tuborgflasken “moved” to the homeland of “Tuborg” – to Hellerup.

Types of Tuborg beer

Tuborg Green, 4,6%

The history of beer dates back to 1880, when the first Danish pilsner was brewed by Tuborg brewers in Hellerup Harbor, in northern Copenhagen, and bottled with a bright green label. The drink quickly gained popularity among the Danes, and today it is a real “cosmopolitan” and is represented in more than 70 countries. Brewed using carefully roasted lager-type malt, which endows the bouquet with a range of grain, caramel and floral tones. The aroma of hops, fruity-yeast and nutty notes are mixed with a malty, slightly sweet taste. Tuborg Green is positioned as a youth brand aimed at an active and ambitious audience that is aware of the importance of responsible alcohol consumption. Tuborg Green supports the largest music festivals: Roskilde in Copenhagen, GREENFEST and Maxidrom in Russia.

Tuborg Black, 4,8%

The launch of the product was accompanied by intrigue: the manufacturer presented it as a dark beer with the taste and drinkability of light. The drink is really easy to drink, leaving a faint lace of foam on the walls of the glass. It features a bouquet with spicy nuances of hops, notes of honey, banana and toasted malt. The manufacturer recommends serving this beer with beef and pork, but in the summer you can drink it just like that, without snacks, steaks and salads. Enjoy nature, slowly, like good wine. You just need to place the bottles in an ice bucket so that they do not get too hot.

Tuborg Classic With Scotch Malts, 6,7%

The latest novelty that replenished the brand line in 2017. Carlsberg launched Tuborg Classic to further bolster its strong beer portfolio as it aims to beat its closest competitor, SABMiller. A team of specialists from the Carlsberg Group and the Indian division of the company in the city of Gorkha worked on a unique recipe. The production uses high-quality Scottish malts and imported hop varieties. Beer has a bright character and pronounced fruity aromas. The taste is based on shades of ripe apricots, burnt caramel, clove-cinnamon mixture.

Tuborg Strong, 8%

The strongest beer in the line, the production of which was launched at the Carlsberg factories in India in 2010. As noted in the company’s release, the brand is aimed at young cosmopolitans who appreciate pleasure and strive to overcome the monotony of life. Almost immediately after the start, the lager won prestigious awards at international competitions in London and Mumbai. In the first 6 months after the launch, more than 1 million cases were sold. The innovative packaging is designed to make the use of Tuborg Strong even more comfortable: thanks to the cap with the unique Pull Off Cap function, the bottle can be opened without any tools, even on the go or while dancing. Refreshing and easy drinking beer is enriched with tones of exotic fruits that balance the bitterness of hops and give harmony to the taste.

Tuborg Non-Alcoholic, 0.0%

Non-alcoholic and low-calorie beer of the line, the production of which uses dialysis technology and multiple filtration. The indicator of residual alcohol content in this variety does not exceed 0,5%. According to its flavor and aroma characteristics, Nulevka is as close as possible to the beer of a traditional fortress. On the palate there is a pleasant apple sourness, balanced by hop dryness and caramel sweetness. It is bottled with the inscription “Tuborg” engraved on the shoulders, embossing in relief and a convenient cap with a tear-off ring. When serving, it is recommended to cool to 4-6 ° C.