Carlsberg Don't Write Dooyoo Opinions, But If They Did They Would Be Very Useful Indeed... (Carlsberg Lager)

Member Name: blackjane

Product:	Carlsberg Lager
Date:	21/11/01 (168 review reads)
Rating:

Advantages: Cool, Clean, Crisp

Disadvantages: I'm not as brand loyal when other lagers are on special offer

...And crownworthy too!

Despite hailing from the North of England, I have a tendency to shun the humble pint of bitter in preference to a long cool glass of lager. Although I would not describe myself as totally brand loyal in terms of my drinking habits, I do find that there are perhaps four or five brands of lager that I keep coming back to, time and time again.

One such brand is Carlsberg, a company that has progressed from claiming it sells 'Probably The Best Lager In The World' (quite a boast - I'm sure you'll agree) to an altogether different tactic for its more recent high profile advertising campaign. Carlsberg has continued to push the perception of a superior product to its potential audience by mocking both the holiday and banking industries. One advert shows the 'perfect' holiday, complete with a hotel complex next to a building site. The twist is that the site is staffed by gorgeous female models - predictable, but relatively amusing all the same. Another shows the 'perfect' bank complete with gorgeous female staff and a very understanding bank manager who says you can pay the cash back for your loan when it suits you. Both adverts end with a statement that states Carlsberg do not sell package holidays (for the first advert) or run banks (for the second) but if they did, they would probably be the best in the world.

There is no doubt that the adverts are pandering to a predominantly young male audience, although there must also be quite a number of women who drink Carlsberg too. I like to think that I am not adversely affected by such advertising campaigns, and I have been a regular drinker of Carlsberg lager (standard and export) over a number of years now.

As for the drink itself, it is a crisp and tasty lager drink, managing to be both light and refreshing. Originating from Denmark, it is now available in over 130 countries. The 'standard' Carlsberg is 3.8% alcohol by volume
for the draught/bottled version, or 4.0% in the canned variety, and this is the most popular of the three main sub-brands that are sold in the UK. Carlsberg also market 'Export', which is 5.0% alcohol by volume, and the more lethal 'Special Brew' which weighs in at a hefty 9.0% abv. Carlsberg's special ingredient is a particular blend of Danish yeast, which its manufacturers claim is the most important ingredient in the drink.

Carlsberg also has its own web site (at www.carlsberg.co.uk) with some interesting information about the company and its products. As well as this information, it is also possible to view special offers (although there weren't any when I looked) download screensavers, buy merchandise, or subscribe to their mailing list. Most similar companies have some sort of web presence these days, and Carlsberg have obviously realised that this is a good method by which they can extend their brand awareness.

You may well be aware that Carlsberg are also the shirt sponsors for Liverpool Football Club, a partnership that has served both parties extremely well. Carlsberg is also the official beer at football clubs as diverse as Liverpool, West Ham, Aston Villa and Middlesbrough in the Premiership, Bradford, Watford, Fulham, Sheffield United and Birmingham City in Nationwide Division One as well as Hibernian from the Scottish Premier League. The company obviously sees its association with the sport as very important, and in particular the close match of the average football supporter to its target demographic.

Although I occasionally drink other brands of lager, Carlsberg, on the basis of its taste is 'probably' my favourite and when it is on offer at my local supermarket I'm not averse to stockpiling my garage for the months ahead. At the moment my local Morrison's has eight cans of Carlsberg Export for £4.69 (less than 60p per can.) However, the lager market is a cut-throat business, and I a
lso try my hand with a selection of other brands from time to time, particularly when they are on offer too.

{Another original Dooyoo opinion
© Blackjane 2001}

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