Forty-six years after Carlsberg bragged its lager was 'probably the best beer in the world', the brewer has admitted that it isn't. The Danish firm has backtracked on the boast to launch a new drink, acknowledging its original wasn't up to scratch with a campaign saying: 'Probably not the best beer in the world. Now 'Probably 'not' the best beer in the world. Carlsberg has reacted to consumer distaste for its lager by admitting that it was " So we changed it'. Wang Xinzhou. Just to make sure I had a second pint, it was after all in the aid of research. “ In order to live up to our promise of being ‘probably the best beer in the world’, we had to start again. Speaking exclusively to Marketing Week, Liam Newton, vice-president of marketing at Carlsberg UK, says: “We want to change the way people think about Carlsberg. Zhang Yang. ‘Probably not the best beer in the world’ – Carlsberg’s new ad ‘Probably not the best beer in the world’ – Carlsberg’s new ad ‘Probably not the best beer in the world’ – Carlsberg’s new ad But in my mind Calsberg is most probably not the best beer in the world. And the result was the same – Calsberg is a good tasting beer, but they are taking liberties when they say it is probably the best beer in the world. Zhang Yang Wang Xinzhou. Launched along side a new ad campaign - making fun of its 30 year old slogan - 'Probably the best beer in the world'. Probably, not, the best beer in the world. 16:52 UTC+8, 2017-10-13 0. Lager is a type of beer that is fermented and conditioned at low temperatures. We focused on brewing quantity, not quality; we become one of the cheapest, not the best,” says Newton in the brand’s publicity materials for the relaunch. Created by Fold7, the ads see the brand admit it is “probably not the best beer in the world” and then communicate the updates it has made to change that perception. Carlsberg U.K.'s VP marketing, Liam Newton, says in a statement: "At Carlsberg UK, we lost our way. The examples of lager beer produced worldwide vary greatly in flavor, color, and alcohol content. We focused on brewing quantity, not quality; we became one of the cheapest, not the best. The Danish firm has backtracked on the boast to launch a new drink, acknowledging its original wasn't up to scratch with a campaign saying: 'Probably not the best beer in the world.