Weve all heard the Carlsberg slogan its probably the best beer in the world – except now the Danish brand admits that its not.
With the rise in craft beers, theres a lot more choice out there and now they admit they just cant 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.
Theyve changed the hops, barley and entire recipe to produce a different beer.
Before launching the new ads, theyve 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.
I might have to buy some Carlsberg now, just out of respect pic.twitter.com/UBOfXlLcsE
— Thomas Marsh (@Four_Strings_) April 14, 2019
Do Carlsberg need to work on their algorithm or is this genius? pic.twitter.com/RefXhU47rL
— Dan Wheeler (@danwheeleruk) April 14, 2019
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, thats been completely rebrewed from head to hop.
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.
Drinkers interest in mainstream lager has waned because, though the world has moved on, the mainstream category hasnt, says Carlsberg UKs 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. Weve completely rebrewed Carlsberg from head to hop.