Carlsberg tastes like stale breadsticks

“Our generation have trust issues because we were raised on those awesome adverts saying Carlsberg is the best lager in the world only to finally taste the shit and realise it’s like drinking the bath water that your nan died in,” wrote an enlightened gentleman called Roy on Twitter recently.

“Not sure what’s funnier, this Tweet or that Carlsberg UK are promoting it,” one commenter chimed in.

It is certainly another attention-grabbing marketing plan from the Danish brewer’s UK team, which recently ditched the classic Carlsberg SKU and replaced it with a new beer called Carlsberg Pilsner.

The new brew is also 3.8% abv, but it has been totally reformulated “from head to hop” in a bid to deliver a smoother fuller mouth-feel and a better taste.

The packaging has also changed in a further effort to cut ties with its predecessor, and now the brewer is gleefully poking fun at the old brew.

“Carlsberg tastes like stale breadsticks,” reads another Tweet, with “Promoted by Carlsberg UK” emblazoned underneath.

Carlsberg always carried the slogan: “Probably the best beer in the world”. But now it has held its hands up and admitted it was probably not the best beer in the world.

Instead it is promoting “probably the meanest Tweets in the world” to draw attention to its decision to change the recipe and ingredients, and encourage consumers to try the new brew.

“Drinker’s interest in mainstream lager has waned because, though the world has moved on, the mainstream category hasn’t,” said Liam Newton, vicep president of marketing at Carlsberg UK, which has enjoyed strong success with Brooklyn, San Miguel and London Fields in the UK off-trade over the past couple of years. “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.”

A £20 million ad campaign went live this week to invert the brand’s “probably” slogan across TV, social media and billboards, and it expects to reach 97% of the British population.

Actor Mads Mikkelsen will return to screens to promote the new beer during the May Bank Holiday.