A new beer is to be launched by Carlsberg as part of its multimillion-pound drive to combat new entrants to the market.
The brewing giant, which has its UK headquarters in Northampton, will unveil its Danish Pilsner to trade on 1 March.
The move comes after the business reported a second consecutive year in the red and another fall in turnover in the 12 months to 31 December 2017.
When the accounts were revealed towards the end of 2018, Carlsberg said it would introduce new ways to compete with the growth of craft and specialist brewers in the UK as well as reacting to Tesco's move to acquire wholesaler Booker.
The Carlsberg Danish Pilsner remains at 3.8 per cent ABV.
Liam Newton, vice-president marketing, Carlsberg UK, said: "In launching our new, perfectly balanced Carlsberg Danish Pilsner, we’re toasting the brewing passion of our founder J.C. Jacobsen and his legacy of pursuing better, which started over 170 years ago.
"Some of the most popular and recognisable beers, like Carlsberg Danish Pilsner, will continue to represent the biggest segment in UK beer in five years’ time and therefore remains crucial to the health of the beer category overall.
"We’re firm believers in people drinking better beer, and people want better beer, so why wouldn’t we respond to this consumer need?
"In recent years we have reinvigorated our premium Carlsberg Expørt and we’re now committed to enhancing every aspect of the Carlsberg Danish Pilsner drinking experience, ultimately encouraging the trade and beer drinkers to re-appraise our brand."
Bhavya Mandanna, master brewer at Carlsberg UK, added: "Our new Pilsner has a fuller body and a perfect balance of bitterness and sweetness made possible through modifications to our brewing process and the addition of bittering hops in the brewhouse.
"Aroma hops with citrus and floral top notes give a greater depth of flavour whilst maintaining the light and refreshing qualities of Carlsberg. The result is a smooth, perfectly balanced, Danish Pilsner."
"Initial consumer research indicates that Carlsberg’s new Danish Pilsner has driven a significant shift in perceptions, with 68 per cent of UK lager drinkers suggesting they prefer the taste of Carlsberg Pilsner over the current UK No1 mainstream lager.
"Preference for Pilsner was most significant amongst younger and more affluent consumers."