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Your email address will not be published.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

Brand Manager - Key Wine Partners

MMI Dubai
Dubai - United Arab Emirates

Business Development Manager

Bashall Spirits
Lancashire, UK

Territory Manager - Edinburgh

Cadrona Distillery
Edinburgh, UK

Territory Manager - London​

Cadrona Distillery
London, UK

Business Development Manager

Lucozade Ribena Suntory

Customer Marketing Manager

London NW1, UK

Export Assistant Co-ordinator - Maternity Cover

Speciality Drinks
Whitby Avenue, London NW10 7SF, UK

Customer Services Administrator - On Trade

Speciality Drinks
Whitby Avenue, London NW10 7SF, UK

Fruit Focus 2019

East Malling,United Kingdom
17th Jul 2019

International Bulk Wine and Spirits Show

San Francisco,USA
23rd Jul 2019

The Wine Show Chelsea 2019

London,United Kingdom
18th Oct 2019
Click to view more

The Global Riesling Masters 2018

View Results

Global Chardonnay Masters 2018

View Results

Click to view more