Carlsberg on how it will tackle the ‘big job’ of changing brand perceptions

Everyone knows the "probably the best beer in the world" line but few people know the brand, a point vice president of marketing Liam Newton stresses is at the heart of a multi-million attempt to trumpet its Danish roots.
The beer marketer is the first to admit it isn’t the most original of strategies and yet in a market flooded with mainstream brews leaning on their heritage to convince drinkers they are premium, he believes there’s scope to do things differently for Carlsberg Expor