Carlsberg axed by Tesco in big brand cull

Tesco is to axe all Carlsberg, with its four-pack of Carlsberg lager set to remain in just 200 stores.

Carlsberg: Latest victim of Tesco's 'project reset'
Carlsberg: Latest victim of Tesco's 'project reset'

Carlsberg is the latest brand to fall victim to Tesco's brand cull, part of its 'project reset' strategy. The move is aimed at consolidating and rationalising thousands of lines as Dave Lewis looks to revive the beleaguered giant.

In March the retailer delisted Kingsmill bread from stores as part of the project and in July it took the axe to a handful of added-sugar drinks brands in a separate move. Drinks removed included Ribena and Capri-Sun, as well as Rubicon from its kids' juice range to "help customers make healthier choices".

Sources have said the decision to strip back the Carlsberg range comes as a result of complex commercial decisions based around the performance of the brand and the terms it offers the retailer, though both Tesco and Carlsberg would not be drawn on the specifics of the move. 

The beer brand, which has aired three new TV spots this year, is official beer of the Premier League, England team and Uefa Euro 2016.

A spokeswoman for Tesco said: "We have taken the decision to discontinue a number of Carlsberg products in our stores and online.

"We will continue to offer customers a great range of beers, lagers and ciders. Colleagues in store will be on hand to offer assistance and suggest alternatives should customers find a product they used to buy is no longer available."

Carlsberg said: "We are unable to comment on the specifics of our commercial agreements."

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content