Carlsberg admits it probably isn't the best beer in the world
‘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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