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FIRSTMOVE - 2021 | Carlsberg



Carlsberg approached Firstmove in 2004 with a mission – to create new products for the market. The long-standing collaboration has primarily consisted of numerous innovation processes based on Firstmove’s future based insights. The result is a large range of new products and beverage categories that today characterise Carlsberg. Firstmove, among other things, played a key role in laying the groundwork for Somersby Cider, which today exists in more than 42 markets. Firstmove’s role and results include:

  • Creating a market for non- and low alcohol beer. The result was Nordic in 2014
  • Advocating for organic products in general and organic beer specifically. The result was Organic Tuborg Squash, which Carlsberg launched in 2012
  • Creating a category – liquid vitamin beverage and other health beverages based on natural ingredients. The result was Vitaminwater in 2011
  • Creating a new market for cider in Denmark. The result was Somersby Cider released in 2008
  • Creating the concept of quality beer, including content and direction for packaging. The result was Jacobsen released in 2005, which became the first international brand of specially crafted beer in Denmark