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22nd May 2019


Mads Mikkelsen features in Carlsberg UK’s mysterious new advert to support the launch of its new Carlsberg Danish Pilsner, which will leave viewers wondering what has happened to the person responsible for the brand’s old beer in the UK.

The Danish actor, famous for playing villains in Hannibal and Casino Royale, continues his role as a Carlsberg ambassador in the new campaign. The advert opens with Mikkelsen rowing across an eerie lake and staring intensely into the camera as he says: “Probably the best beer in the world, once true, but in the UK Carlsberg pursued being the biggest, not the best and the beer suffered”, he continues to say: “But we Danes don’t cry into our beer, we focus on brewing a better one”.

It is part of Carlsberg’s honest advertising campaign that acknowledges the brand’s old beer in the UK no longer lived up to being “Probably the best beer in the world”. New Carlsberg Danish Pilsner has been completely rebrewed from head to hop for a crisper, fuller flavour, which 61% of UK lager drinkers preferred to the taste of Amstel[1].

The advert culminates with Mikkelsen stepping from the boat onto a jetty where there is a butler holding two chalices of the new Carlsberg Danish Pilsner. When met by Mikkelsen alone, the butler appears to search for a second person, leaving the audience wondering what might have happened to the person responsible for the old beer in the UK.

Liam Newton VP Marketing, Carlsberg UK, 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 brew a better one. So we’ve completely rebrewed Carlsberg from head to hop in order to create a crisper, fuller flavour. It’s been great to see the reaction to our new campaign so far, and we hope drinkers will respond to the humour of our new TV ad, starring Mads Mikkelsen, by trying Carlsberg Danish Pilsner this summer.”

The new advert debuts on UK television screens on Thursday 23rd May with a 30 second advert during Hatton Garden on ITV. There is also a 50 second version, which will debut during Gogglebox on Channel 4 on Friday, 24th May.


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Notes to Editors:

Follow the @CarlsbergUK campaign on Twitter: #newbrew

Carlsberg Danish Pilsner

The new Carlsberg Danish Pilsner (3.8% ABV) retains the light, refreshing qualities of its predecessor but with a smoother, fuller mouth-feel and a perfect balance of bitterness and sweetness. Distinctive citrus and floral hop aromas deliver greater depth of flavour and a hoppy moreish aftertaste.

Cardinal Brew Research Findings:

61% of UK lager drinkers prefer the taste of Carlsberg Pilsner vs Amstel.

59% of UK lager drinkers prefer the taste of Carlsberg Pilsner vs Carling.

56% of UK lager drinkers prefer the taste of Carlsberg Pilsner vs Coors Light.

Carlsberg UK brews and sells premium quality beers, including Carlsberg Pilsner, Carlsberg Expørt, Poretti, Grimbergen, Celia and Tuborg, as well as holding the UK brand licence for San Miguel, Mahou and the Brooklyn Brewery craft beer portfolio. To find out more about the company, its brands, its sustainability work and how to become a customer, visit: follow the story on Twitter @CarlsbergUK.