Carlsberg Sweden is launching a new campaign called Duellen (The Duel). It features the two brands Falcon Weiss and Falcon Stout which have been developed by Carlsberg Innovation in Copenhagen.
The beers will be duelling to become the consumers' preferred brand in a fight based on a boxing theme. The duel started on 5 September and the Swedish people will be able to vote for the two candidates until 31 October.
The inspiration for the Swedish duel comes from Denmark and Portugal. Carlsberg Innovation developed beers for two beer elections previously held in Denmark – these elections proved to be highly popular among consumers and produced a massive consumer involvement. Furthermore, the development of Weiss is inspired by some of the most popular wheat beers developed by Innovation for the Danish market.
When developing Stout, Innovation looked to Portugal for inspiration and the beer is developed with input from brewmasters at Unicer Bebidas de Portugal – Carlsberg's Portuguese subsidiary.