Carlsberg launches its new Danish Pilsner by sharing some of the Mean Tweets written about its old beer

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Carlsberg has marked the launch of its new Carlsberg Danish Pilsner in UK by sharing some of the meanest things people have tweeted about its old beer in a bold, honest and witty way.

Created by Fold7, Clifford French and Initiative, the video series captures the reactions of employees across the business, from the brew house to the finance floor, which are a mixture of shock and bemusement as they read out the colorful descriptions used to describe the old brew.

Filmed at Carlsberg’s Brewery in the UK, the videos have been released to mark the end of the old beer and welcome the new Carlsberg Danish Pilsner, which has been completely rebrewed from head to hop for a crisper, fuller flavour. 59% of UK lager drinkers say they prefer the taste over the current UK No1 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 of 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 create a better beer. We’ve completely rebrewed Carlsberg from head to hop and created Carlsberg Danish Pilsner with a crisper, fuller flavour. We will be offering the people that posted mean tweets about our old brew a taste of our new Pilsner to see if they agree!”

The new Carlsberg Danish Pilsner (3.8% ABV) retains the light, refreshing qualities of its predecessor but with a smoother, fuller mouth-feel and a perfect balance of bitterness and sweetness. Distinctive citrus and floral hop aromas deliver greater depth of flavour and a hoppy moreish aftertaste.

Carlsberg UK brews and sells premium quality beers, including Carlsberg Pilsner, Carlsberg Expørt, Poretti, Grimbergen, Celia and Tuborg, as well as holding the UK brand licence for San Miguel, Mahou and the Brooklyn Brewery craft beer portfolio.


Agency: Fold7

Agency contact: Ryan Newey

Agency contact job title: Chief Creative Officer

Client Name: Liam Newton

Client job title: VP Marketing

Creatives: Adrian Lim

Designers: Jamie Craven

Account Team: James Joice/Chloe Cooper/Kathryn Mason

Producer: Max Dinunno

Production company: Dirty Films

Director: Richard Pengelley

Producer: Mike Carr/ Alex Bedford

Sound Designer: Andy Humphries@Bark Soho