CARLSBERG GROUP

CARLSBERG GROUP

1883 RE-BREW EVENT

CARLSBERG GROUP

1883 RE-BREW EVENT

CHALLENGE

To celebrate the 140th anniversary of their laboratory, Carlsberg decided to recreate a beer recipe from 1883 using live yeast found in a 133-year-old bottle inside Carlsberg's Copenhagen cellars. 1883 was the year Emil Hansen, professor at the laboratory, managed to purify a single yeast culture and made the discovery available to any interested brewery in the world. Alongside a numerous group of magazines and newspapers, they also wanted to invite to the release party in Copenhagen an elite of beer writers and journalists that could help them tap into specialist publications, raising awareness on the importance of the Carlsberg laboratory.

SOLUTION

We formed a group of 15 writers coming from the UK, Czech Republic, Canada and USA that proved excited to attend the release party and tasting. We managed the communication between Carlsberg and every single writer before handing them out to the travel agency who would have dealt with the more practical aspects of their journey to Denmark.

RESULT

Most of the writers who attended the event enthusiastically wrote a dedicated article on their websites or pitched pieces to the specialist magazines they work for. American writers in particular helped to raise awareness of Carlsberg's precious role in brewing history in a country where people have a rather poor knowledge of the brand. The tasting party will now embark on a world tour touching selected events and giving more people a chance to try the historic beer.

0 Comments