By Seb Joseph

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 Export in the UK. That’s not to say the brand will do away with its iconic strapline (which Read full story ›

Source: The Drum