CARLSBERG has changed its recipe in the UK – after admitting its beer is “probably not” the best in the world.
The Danish brewer said it’s listened to customers who have slammed the quality of the pilsner on social media.
For decades from the 1970s until 2011, the beer’s ad slogan was “Probably the best beer in the world.”
It unveiled a new catchphrase – “That calls for a Carlsberg” – eight years ago, but it never really stuck in people’s heads the same way.
Now, the brand has confessed that it probably ISN’T the best beer in the world in a bold PR move – as it launches a rebrewed version.
The new beer still has an ABV of 3.8 per cent and it’s still classed as a pilsner, or European pale lager, as it was before.
But the brewer has said that the beer has been completely “rebrewed from head to hop”.
It says the lager will now have a “smoother, fuller mouth-feel” and “a perfect balance of bitterness and sweetness”.
Now, the brand said it’s “probably” a step nearer to being one of the best beers in the world.
But it’s still hedging its bets by going with the less confident ad slogan: “In pursuit of better beer”.
Carlsberg UK’s VP marketing, Liam Newton, said: “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.”
As well as a new beer, bars and pubs will replace the famous ultra-long Carlsberg lager glasses with a shorter stemmed glass.
And in a bid to appeal to craft beer fans, it’s now calling itself a Danish pilsner, rather than a lager.
Bhavya Mandanna, master brewer at Carlsberg UK, said: “Our new Pilsner has a fuller body and a perfect balance of bitterness and sweetness made possible through modifications to our brewing process and the addition of bittering hops in the brewhouse.
“Aroma hops with citrus and floral top notes give a greater depth of flavour whilst maintaining the light and refreshing qualities of Carlsberg.”
Just like KFC did when it launched its new chunkier skin-on chips, Carlsberg has been marketing its new beer by promoting tweets that slam the lager on Twitter.
One tweet reads: “Carlsberg tastes like stale breadsticks.”
It’s all part of a clever PR campaign to trash the old beer to make customers want to try the new, and supposedly improved, recipe.
The beer is now available at supermarkets.
It comes in a variety of pack sizes, from six packs of 330ml cans and four-packs of 330ml bottles up to boxes of 18 440ml cans.
Prices vary between supermarkets.
We’ve asked Carlsberg for the RRPs of these products and if they’ve increased since the recipe change and we’ll update this article if we hear back.
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Shoppers are expected to benefit from price cuts on beer because Britain’s wheat crop is booming.
Meanwhile, Fuller’s has sold its beer business to Japanese brewer Asahi for £250million.
And there hasn’t been a duty rise on beer this year thanks to the freeze announced in last year’s Budget.
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