Carlsberg admits it probably isn’t the best beer in the world – and completely rebrews their lager

(Picture: Carlsberg Pilsner)

We’ve all heard the Carlsberg slogan ‘it’s probably the best beer in the world’ – except now the Danish brand admits that it’s not.

With the rise in craft beers, there’s a lot more choice out there and now they admit they just can’t keep up.

Their new campaign says quite simply it is probably not the best beer in the world, and instead they are just trying to make the current drink better – by completely rebrewing.

They’ve changed the hops, barley and entire recipe to produce a different beer.

Before launching the new ads, they’ve taken the brave move of promoting tweets that say it tastes terrible.

One tweet said it was like ‘drinking the bath water your nan died in’.

Another said it was like ‘stale bread sticks’.

But today they launched their campaign by promising honesty from now on and said that by acknowledging the ‘truth’ about the quality of the beer, they want people to reappraise the beer.

The new advert reads: ‘Probably not the best beer in the world. So we changed it.

‘Once true, but today? Probably not.

‘Somewhere along the line, we lost our way. We focused on brewing quantity, not quality.

‘We became one of the cheapest, not the best.

‘So, there was only one thing for it.

‘We had to create a better beer. A new Carlsberg, that’s been completely rebrewed from head to hop.

(Picture: Carlsberg Pilsner)

‘The result? A prefectly balanced Danish Pilsner with a crisper, fuller flavour than before. Finally, a beer that lives up to its promise? Probably.’

Initial research indicates that 59% of UK lager drinkers prefer the taste of the new crisper, Carlsberg Danish Pilsner over the current UK No.1 mainstream lager.

‘Drinker’s interest in mainstream lager has waned because, though the world has moved on, the mainstream category hasn’t,’ says Carlsberg UK’s VP marketing, Liam Newton.

‘At Carlsberg UK, we lost our way. We focused on brewing quantity, not quality; we became one of the cheapest, not the best.

‘In order to live up to our promise of being ‘probably the best beer in the world’, we had to start again. We’ve completely rebrewed Carlsberg from head to hop.’

They’ve also rebranded the packaging and glassware to try to improve the overall experience of drinking Carlsberg.

‘We’ve returned to a path of pursuing better in every way inspired by the legacy of our founder J.C. Jacobsen,’ says Lynsey Woods, Director of Marketing at Carlsberg UK.

‘We have upgraded every touchpoint of our brand and launched our innovative ‘Snap Pack’ multipacks to enable us to deliver a reduction in plastic of up to 50% from brewery to store.

‘These were significant undertakings, but the biggest challenge is letting UK drinkers know we have changed and getting them to fall back in love with Carlsberg again.’

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