I picked up these “bad-boys” a week ago at the George
Inn in Southwark, after attending
the Annual General Meeting of the British Guild of Beer Writers. Prior to the
AGM, the Guild had held a seminar about "branding," which aimed to show how beer
has led the way in bringing a fresh and innovative approach
to drinks packaging.
I wasn’t able to attend the event, but amongst the questions
posed by the seminar were: How, why and where do brewers find the inspiration for
their packaging? And how can breweries turn a re-brand to their advantage? Does
this matter, and how important is sustainability when it comes to packaging?
A representative from Carlsberg was at the seminar, but to
maintain a balanced presentation, so was the sales & marketing manager from
Harvey’s. You may remember the latter successfully re-branding their portfolio a few years ago, but for the purpose of this post, it’s Carlsberg
that I want to concentrate on. For a start I have the Danish brewer to thank for
the six-pack of cans, you can see in the photo.
Unless you’ve been asleep these past few months you would
know that Carlsberg have recently re-launched their standard “cooking lager"
here in the UK,
replacing it with a re-vamped brew called Carlsberg Danish Pilsner. The
decision came on the back of declining sales for all main stream lagers, including Carlsberg, rather than
the “change of heart” claimed by the brewery.
This relates to the current ads that Carlsberg are running, which pour
cold water on its famous strap-line that it brews “probably the best beer in the
world.” Now the brewery have admitted that its standard lager was not up to
scratch, and even gone as far as suggesting the former head brewer has met a
sticky end.
All marketing b*sh*t of course, but what Carlsberg have done
is, in their words, “Re-brew the beer from head to hop, to deliver a
smoother, fuller mouth-feel and a perfect balance of bitterness and sweetness.”
They have also tried to retain the light, refreshing qualities of its
predecessor.
Carlsberg then go on to talk about “Distinctive
citrus and floral hop aromas that deliver greater depth of flavour, and a hoppy
moreish aftertaste, that will stay with you until the final sip.” Despite such
glowing words, it is worth remembering that the beer remains at 3.8% ABV (too
weak for a Pilsner, in my opinion), and is brewed at the company's UK
plant in Northamptonshire, rather than in Copenhagen.
Carlsberg had obviously turned up at the seminar with the
intention of winning over hearts and minds, as they brought with them a massive
stack of tinnies. These were available to take home, for Guild members
attending either or both events. It therefore seemed rude not to take advantage
of their hospitality, and to grab a six-pack for me to try at home.
My excuse was the cans were for my son, who is a well-known
lager lout drinker, but I was actually quite keen to sample the beer for myself,
particularly given all the hype surrounding it. One claim put forward by
Carlsberg that I do whole-heartedly agree with is that of “Minimising the beers’ environmental
impact".
This is because the cans utilise Carlsberg's
snap-pack glue joins, which do away with the more-or less universal plastic
ties, used to hold the cans together. Cans in the multi-pack are held together
by small dollops of specially developed glue, which can be snapped apart..
Carlsberg claims this innovative system will reduce plastic use by 1,200 tonnes
across their global brands every year.
So what is the beer actually like? Well, I have to say it
tasted considerably better than I expected although, as stated previously, it
is not really strong enough to call itself a true Pilsner. There was certainly
some hop aroma present when poured, and
there was some delicate malt notes in the background.
I can’t help thinking though that Carlsberg haven’t gone far
enough with the re-vamp, by upping the strength to 4.4% - to match the classic
Pilsner Urquell – the original pilsner, and the world’s first golden lager.
Despite these misgivings, I still managed to knock back
several cans over the course of the weekend, so Carlsberg must be doing something
right. It’s low strength allowed me to whet my whistle, without experiencing too
much of an after effect from the alcohol.
For a more in-depth, and also a more balanced view of
Carlsberg Danish Pilsner, have a read of this article by beer historian and published author, Martyn Cornell, on his Zythophile website.