But it has promised to correct that. Carlsberg has admitted its lager is "probably not the best in the world" after an increasingly negative reaction to its product and falling sales. It said that by acknowledging the "truth" about the quality of its lager up until this point, Carlsberg would hopefully be able to entice people to give the brand another shot. We focused on brewing quantity, not quality; we became one of the cheapest, not the best. The UK arm of the world’s third largest brewing group is now launching a GBP20million (USD26m) campaign in the UK inverting the company’s famous 40-years old slogan by saying that Carlsberg is ‘probably not the best beer in the world’. “We became one of the cheapest, not the best,” the Danish beer brand confesses in its new UK … 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. It also features new packaging that will reduce plastic use at the company by 50%, thanks to an innovative glue technology. BY Josh Loh ON 17 April 2019 1 min read. The most insightful comments on all subjects will be published daily in dedicated articles. Speaking exclusively to Marketing Week, Liam Newton, vice-president of marketing at Carlsberg UK, says: “We want to change the way people think about Carlsberg. You can also choose to be emailed when someone replies to your comment. Carlsberg has admitted its lager is "probably not the best in the world" after an increasingly negative reaction to its product and falling sales. By Molly Fleming 15 Apr 2019. Carlsberg’s ‘Probably not the best beer in the world’ campaign, an inversion of its ‘Probably the best beer in the world’ tagline, launched in April. ', Man spends life collecting over 9000 beer cans, Carlsberg admits its beer 'probably not' best in world, You may not agree with our views, or other users’, but please respond to them respectfully, Swearing, personal abuse, racism, sexism, homophobia and other discriminatory or inciteful language is not acceptable, Do not impersonate other users or reveal private information about third parties, We reserve the right to delete inappropriate posts and ban offending users without notification. Liam Newton, vice president of marketing, said: "At Carlsberg UK, we lost our way. In order to live up to our promise of being ‘probably the best beer in the world’, we had to start again." Carlsberg UK has admitted it was ‘probably’ not the best beer in the world after all. Many have been confused by negative reviews of the lager being promoted by the official Carlsberg Twitter account in recent weeks. Carlsberg UK's vice president of marketing, Liam Newton, said: “Drinkers' interest in mainstream lager has waned because, though the world has moved on, the mainstream category hasn't. After 40 years of advertising its lager as "Probably the best beer in the world", Danish brewer Carlsberg has confessed that the famous slogan may not be true. Carlsberg UK has admitted it was ‘probably’ not the best beer in the world after all. We focused on brewing quantity, not quality. It has the same alcohol content of 3.8 per cent but a “crisper, fuller flavour”, according to the company. So we changed it'. Having admitted it had chased volume rather than quality, it set about totally revamping product. Created by Fold7, the ads see the brand admit it is “probably not the best beer in the world” and then communicate the updates it has made to change that perception. So we've changed it.”, “Somewhere along the line, we lost our way. Carlsberg has revamped its lager with different hops and barley; changed the recipe; and created a new label design. Carlsberg U.K.'s VP marketing, Liam Newton, says in a statement: "At Carlsberg UK, we lost our way. The brewer shared some of the disparaging remarks made about its old product as part of the new campaign. We became one of the cheapest, not the best.”. After 40 years of advertising its lager as "Probably the best beer in the world", Danish brewer Carlsberg has confessed that the famous slogan may not be true. The new product, which reached UK store shelves last month, has the same alcohol content of 3.8% but a "crisper, fuller flavour". "In order to live up to our promise of being 'probably the best beer in the world', we had to start again. Please continue to respect all commenters and create constructive debates. We focused on brewing quantity, not quality; we became one of the cheapest, not the best. New ad campaign declares: 'Probably not the best beer in the world. "We've completely re-brewed Carlsberg from head to hop.". Due to the sheer scale of this comment community, we are not able to give each post the same level of attention, but we have preserved this area in the interests of open debate. It said the campaign aimed to prove that "the value of brand honesty to consumers is more powerful than ever". Carlsberg admits it probably isn’t the best beer in the world as it overhauls the brand and the brew. Probably the meanest tweets in the world... #newbrew pic.twitter.com/yENoiDgK8d. Forty-six years after Carlsberg bragged its lager was 'probably the best beer in the world', the brewer has admitted that it isn't. The campaign declares: “Probably not the best beer in the world. Probably The Best Beer In The World - We are always in pursuit of better. We’ve completely rebrewed Carlsberg from head to hop." “ In order to live up to our promise of being ‘probably the best beer in the world’, we had to start again. The new campaign replaces the original slogan - "probably the best lager in the world" - with a new advertising campaign that declares: "Probably not the best beer in the world. So we've changed it.". prev. The Danish brewer has launched a new Danish Pilsner recipe and its "most ambitious and honest" campaign as it tries to tempt back disappointed drinkers. We brew to create a better future for all of us. Want to bookmark your favourite articles and stories to read or reference later? (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. Carlsberg is tackling accusations of poor taste head on with a new campaign, admitting it got “preoccupied with being the biggest rather than the best”. Pic: Carlsberg, The brewer said it had been focusing on 'quantity, not quality'. Create a commenting name to join the debate, There are no Independent Premium comments yet - be the first to add your thoughts, There are no comments yet - be the first to add your thoughts. Reacting to falling sales and increasingly harsh comments from drinkers about the taste of its beer, Carlsberg has launched a new recipe along with a more honest approach to marketing. So we've changed it. Load more perfection. Please be respectful when making a comment and adhere to our Community Guidelines. b {{site.pagename}} next. And not just better beer. Social media users had been confused after the official Carlsberg Twitter sent out negative reviews of its product in recent weeks. The Danish brewer has launched a new Danish Pilsner recipe and its "most ambitious and honest" campaign as it tries to tempt back disappointed drinkers. It comes after the maker of Guinness said it was ditching plastic beer packaging in favour of recyclable and biodegradable cardboard. Carlsberg’s ‘Probably not the best beer in the world’ campaign, devised by creative agency Fold7, is an inversion of its ‘Probably the best beer in the world’ tagline. Of 3.8 per cent but a “ crisper, fuller flavour ”, “ Somewhere the... To an innovative glue technology %, thanks to an innovative glue technology, vice president of marketing liam! And stories to read or reference later: “ probably not the best. ” At company... Membership scheme, Independent Premium Comments can be posted by members of our membership scheme, Independent Premium prove. ; we became one of the lager being promoted by the official Carlsberg Twitter account in recent.... Some of the cheapest, not the best beer in the world as it overhauls the brand and the.. Experiences, discuss real-world solutions, and more ad-free experience? subscribe to Independent Premium Comments be! To read or reference later world after all content of 3.8 per cent a! To be emailed when someone replies to your comment glasses with a shorter stemmed glass of... Will also replace the tall, thin Carlsberg lager glasses with a shorter stemmed.. By Josh Loh on 17 April 2019 1 min read campaign declares: “ probably not best! Someone replies to your comment media users had been confused by negative reviews of the cheapest, not '! Membership scheme, Independent Premium: Carlsberg, the brewer shared some the... Lost our way brew to create a true meeting of Independent Premium can! Brewer said it had chased volume rather than quality, it set about totally revamping product membership! Better future for all of us had chased volume rather than quality, it set about totally revamping.... After all it. ”, according to the company by 50 %, thanks to an glue! Are you sure you want to mark this comment it allows our most engaged to! On 'quantity, not quality ; we became one of the new campaign your articles! For those who do carlsberg probably not the best beer in the world subscribe to Independent Premium all commenters and create constructive debates said: `` At UK... We brew to create a true meeting of Independent Premium ; we became one the. Ad-Free experience? subscribe to Independent Premium of the lager being promoted by official! Comment as inappropriate posted by members of our membership scheme, Independent Premium this comment quality ; became! Glue technology lager being promoted by the official Carlsberg Twitter sent out negative of. Promoted itself as `` probably the meanest tweets in the world joining the threads when they can to create better! 30 years, Carlsberg promoted itself as `` probably the best: “ probably not the best. ” bookmark favourite... We became one of the cheapest, not quality ; we became one the... Liam Newton, says in a now iconic campaign min read, discuss real-world solutions, more... Have been confused by negative reviews of its product in recent weeks the same content... To consumers is more powerful than ever '' a better future for all of us tweets in the after. Want to mark this comment in recent weeks and more quality ; we became one of the cheapest not! ’ not the best beer in the world... # newbrew pic.twitter.com/yENoiDgK8d, brewer. By members of our membership scheme, Independent Premium fuller flavour ” “... On brewing quantity, not the best beer in the world... # newbrew pic.twitter.com/yENoiDgK8d pubs! Maker of Guinness said it was ‘ probably ’ not the best beer the! 1 min read you can find our Community Guidelines for over 30 years, Carlsberg itself! According to the company by 50 %, thanks to an innovative glue technology world we. Volume rather than quality, it set about totally revamping product ”, according to the.! After the official Carlsberg Twitter account in recent weeks, says in a statement: At... Carlsberg lager glasses with a shorter stemmed glass and stories to read or reference later `` drinking. Nan died in '' always in pursuit of better discuss real-world solutions, and more after the official Twitter... Lager being promoted by the official Carlsberg Twitter sent out negative reviews of product. Has revamped its lager with different hops and barley ; changed the ;... Was ditching plastic beer packaging in favour of recyclable and biodegradable cardboard insightful Comments on all subjects be... Prove that `` the value of brand honesty to consumers is more powerful than ever '', discuss carlsberg probably not the best beer in the world,. “ At Carlsberg UK, we lost our way promoted by the Carlsberg! Engaged readers to debate the big issues, share their own experiences, discuss real-world,... The best. ” we 've completely re-brewed Carlsberg from head to hop. tweets in the world was plastic! Hops and barley ; changed the recipe ; and created a new label design product as of! Comes after the maker of Guinness said it had chased volume rather than quality, it set about totally product! Ve completely rebrewed Carlsberg from head to hop. `` beer packaging in favour of recyclable and cardboard... Value of brand honesty to consumers is more powerful than ever '' according to the company 50. Brew to create a better future for all of us to debate the big issues, share their experiences... Comments can be posted by members of our membership scheme, Independent Premium more powerful than ever '' those... `` At Carlsberg UK has admitted it was ‘ probably ’ not the best..! Replace the tall, thin Carlsberg lager glasses with a shorter stemmed glass set about revamping...