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Raspberry beer in Poland
Carlsberg Polska widened their range of flavoured beers by introducing a new Karmi variation.
‘Searching for the new flavour, we applied a very basic rule’- says Magdalena Wesolowska, Senior Brand Manager of Karmi brand in Carlsberg Polska. - ‘ We wanted to obtain a flavour which, in a sense, embodies a female nature. Raspberry seemed perfect for that - it combines sensual flavour and extremely outstanding aroma. Promising market research results let us think that new Karmi will be met with full acceptance from female consumers.’
Slim, transparent bottle with ruby red label entwined with gold embellishments emphasizes the female character of the new Karmi, the Raspberry Passion. ‘Women like shopping and are open to novelties. When choosing a product, they prefer established and well-advertised brands and their purchasing decisions are made on the spur of the moment, in a store’- says Agnieszka Ciesielska, Junior Brand Manager of Karmi brand – ‘That is why launch of Karmi, the Raspberry passion, will be accompanied by a strong advertising campaign and rich promotional programme in sales points.
