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Carlsberg signs up for 150 premium .beer web domains

Published: 13:52 07 Jul 2015 BST

carlsberg
Carlsberg doesn’t make premium web-domains … Minds Machines does

Carlsberg has signed up for more than 150 premium addresses under the ‘.beer’ Internet domain.

As a result web-addresses such as tuborg.beer, holsten.beer and kronenbourg.beer will be registered for Carlsberg’s leading brands.

Carlsberg has also secured other relevant domain names such as quality.beer and football.beer for use in their marketing and branding activities.

For example it is expected that the football.beer domain will support marketing and promotion around Carlsberg’s sponsorship of the UEFA Euro 2016 championship, as well as the Barclay’s Premier League and Liverpool Football Club.

"As one of the four largest global brewers we were excited to learn about the new .beer top-level domain,” said Niels Lund-Johansen, Carlsberg’s IP director.

“It makes sense for us to register certain .beer domains for our brands as well as for new campaigns and promotions, as in the case of football.beer and quality.beer - words that are a natural fit for Carlsberg and our consumers."

Minds + Machines (LON:MMX), the AIM quoted domain holder and registrar, today told investors that the Danish brewery had joined the company’s .beer ‘pioneer programme’.

The programme aims to demonstrate and develop the marketing power of the new form of top level domains (the suffix at the end of the web address) which are designed to create more targeted alternatives to the established domains like .com or .org.

Antony Van Couvering, Minds + Machines chief executive, said: "The addition of a major brand like Carlsberg to the growing .beer community sends a strong message about the usefulness and value of new gTLDs.

“By using memorable, relevant domain names like quality.beer and football.beer as part of marketing campaigns, brands can find an immediate, direct route for consumers to find relevant content." 

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