9/24/2004 13:00 

Carlsberg Chill - a new product in the Carlsberg family - has been launched in China and Hong Kong. Chill will fill the gap in Carlsberg's portfolio by offering a contemporary international premium beer with strong brand values and with the taste that meets the requirements of Chinese consumers preferring a lighter tasting beer.

"Beer drinking culture is different in China than in the West", says Senior Vice-President Jesper B. Madsen."There is a big market in China for lighter tasting beer, but that still has a unique taste and character. Consumer research has shown that Carlsberg Chill has the best taste among all beers in this category."

Chill will be positioned as an international premium brand and will be sold primarily in the on-trade sector in major cities.

Jesper B. Madsen emphasizes, that Carlsberg Green Label, which has been sold in the China market for many years, remains a high priority in the Carlsberg portfolio - Chill is launched to complement and strengthen Carlsberg Green Label, and certainly not to replace it.

The beer is packaged in an elegant green bottle that is tall with a slim waist. It features the Chill logo and a discreet Carlsberg logo.