The week in pictures

(Photo: Carlsberg)

In Big Beer, Carlsberg officially kicked off the celebrity component of its new “honest” marketing campaign in the UK with a TV ad starring Mads Mikkelsen.

The advert, which launches this month, will run through summer and “deliver the same honesty and humour as the campaign”, according to a statement from the brewer.

If you can’t be bothered to watch the video, in it, Mikkelsen confesses that “in the UK, Carlsberg pursued being the biggest, not the best and the beer suffered”.

After enjoying a pint of new Carlsberg Danish Pilsner, we discover Mikkelsen has gone full Bond-villain and had the guy “responsible” for the original recipe taken out.

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

We encourage debate in the comments section and always welcome feedback, but if you spot something you don't think is right, we ask that you leave an accurate email address so we can get back to you if we need to.

Subscribe to our newsletters

Champagne Masters 2019

View Results

Rioja Masters 2019

View Results

Click to view more

Subscribe today to get each issue of The Drinks Business as soon as it's published, plus all the latest breaking news and access to our library of back issues.

Subscribe Today!

Subscribe to our daily newsletter

Stay up-to-date with the latest news about the international spirits industry every weekday lunchtime (GMT)