Did Carlsberg UK's bold 'Piss to Pilsner' gambit pay off?

Carlsberg made the risky admission that its UK lager was 'probably not the best beer in the world' in its most recent multimillion-pound marketing campaign. Did it pay off? 
Six months after the 'Piss to Pilsner' bait and switch, Liam Newton, vice president of marketing at Carlsberg Group, claimed it had seen a dramatic sales turnaround in the on-trade market. 
"We're moving in the right direction," he said on the first wave of the two-year campaign from agency partners Fold7, Cli