Carlsberg Unveils New Tuborg Look Across Europe And Asia

The new design will be launched in Tuborg’s key markets across Asia and Europe, with a global rollout scheduled for completion in 2026, ESM Magazine reports.

The Danish brewer aims to support growth for Tuborg with this reinvention, as well as underline the group’s broader strategy ‘Accelerate SAIL’.

The target group for the refreshed Tuborg brand is primarily younger customers.

‘Designed To Stand Out’

Through the use of brighter colours and bolder visual elements, the brewer aims to create a distinctive and contemporary brand identity, strengthening Tuborg’s competitiveness.

Carlsberg Group partnered with the brand design agency Design Bridge for the redesign.

Tuborg’s new visual identity is intended to reflect the brand’s core values of ‘energy, creativity and connection’.

The company emphasised that this update balances Tuborg’s recognisable elements with a modern expression, positioning the brand for long-term relevance in a competitive market.

Anna Katrine Drumm-Hakim, global brand director at Tuborg, said, “Tuborg has always been about more than beer, it’s about creating moments that matter.

“Our new brand identity reflects that ambition. It’s fresh, modern, and designed to resonate with consumers who seek individuality and excitement. This is a big step in strengthening Tuborg’s global presence and relevance.”

In November 2025, Carlsberg Group also invested further in renewable energy, signing three additional power purchase agreements for its operations in Norway, Sweden and Finland.

The Danish brewer aims to source nearly all electricity for its specific Nordic locations from sustainable-energy assets.