Carlsberg has jumped on to the new gTLDs and registered over 150 .beer domains as part of the Pioneer Programme being run by registry Minds + Machines.
In a news release from Minds + Machines, they note that âafter extensive consultation with Minds + Machines, Carlsberg has secured over 150 .beer domains, in a portfolio that includes their most popular brands such as baltika.beer, tuborg.beer, holsten.beer and kronenbourg.beer, as well as a variety of generic premium .beer names for use in future marketing projects and campaigns.â
Minds + Machines say this illustrates how brands can use premium domains such as football.beer, quality.beer to project and expand their marketing reach.
âAs one of the four largest global brewers we were excited to learn about the new .beer top-level domain,â said Niels Lund-Johansen, Carlsberg Group IP Director. âIt 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.beerâwords that are a natural fit for Carlsberg and our consumers.â
Carlsberg will use the quality.beer domain to highlight the âpremiumâ attributes of its flagship Carlsberg brand, while football.beer will help support the companyâs far-reaching commitment to soccer. Carlsberg is a leading sponsor of UEFA EURO 2016, the Barclays Premier League, and Liverpool Football Club.
âThe addition of a major brand like Carlsberg to the growing .beer community sends a strong message about the usefulness and value of new gTLDs,â Antony Van Couvering, CEO of Minds + Machines. âBy 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.â
The Minds + Machines Pioneer programme for .beer is aimed at established and emerging beer brands and personalities to take their pick of available premium and standard names to promote themselves and the .beer top-level domain. Minds + Machines has a Pioneer programme for each of its new top-level domains. Further details are available at join.beer.