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Scottish beer Tennent’s fires shots at Carlsberg’s ‘honest’ advert with billboard battle

Following the launch of Carlsberg’s “brave” marketing campaign and a new Danish pilsner earlier last month, Scottish brewer Tennent’s has erected a billboard at its Duke Street visitor centre questioning the validity of its claims.


Carlsberg recently launched a new marketing campaign which admits its flagship lager is “probably not the best beer in the world”, while at the same time promoting a new, premium-positioned pilsner.


(Photo: Tennent’s)

As part of its new £20 million marketing push, it has put up a billboard right across the road from Tennent’s visitor centre in Glasgow, which reads: New Carlsberg Danish Pilsner: rebrewed from head to hop.”

But the C&C group-owned lager producer, which opened the doors to its revamped visitor centre in November last year, has fought back with a new slogan of its own, questioning the authenticity of Carlsberg’s campaign.

(Photo: Tennent’s)

The new sign, which calls Tennent’s “Scotland’s favourite beer”, said that its lager is only ever brewed in Scotland, while implying that Carlsberg’s “danish” Pilsner is probably brewed at the beer giant’s UK headquarters in Northampton.

Carlsberg first opened the UK production site in 1974. In 1992, Carlsberg and Allied-Lyons – then-owner of Tetley’s ale – merged brewing activities as Carlsberg – Tetley. The company was later renamed Carlsberg UK in 2004, and in 2011, the Danish brewer took complete control of the Northampton facility, according to the company’s website.

A Tennent’s spokesperson said – “Made with 100% Scottish barley, the finest hops and the freshest water from Loch Katrine; Tennent’s has been brewed here since 1885 and we’re proud to be Scotland’s favourite beer.”

the drinks business has contacted Carlsberg for comment and awaits a response.

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