“The changes to both the brand proposition and the visual identity will help to make the C’******** brand more consistent, appealing and distinctive to its consumers in both its established and newer markets”.
“This global launch is our way of getting our story out there to both our mature markets and our newer markets. We want people to know that C******** beer stands for something — for heritage, for quality, for great taste and for doing the right thing.”
I’m not surprised that a hundred journalists (we are talking the serious established/dying media here, not bloggers) accepted a trip to Copenhagen, refreshments included. But I am amazed that their editors print this kind of crap.
Time to refresh rusty brands
Correction: They flew in some bloggers to sing their praises as well.
Knut
I would hardly call it praise, more like reporting of an event though I was more intrigued by the museums. I was asked out there (along with Pete Brown and various other journalists, sorry practitioners of a dying art), and I wanted to see the brewery and I do like the Jacobsen beers and it’s good they do it, it’s not Mikkeller but it’s good stuff. Here are a few snippets, it’s hardly breathless in its praise.
“There’s a big ad campaign out there in the world (which is why about 80+ journalists were present). The tagline… was unveiled along with associated flim-flam (thundering rock music, ad slots for the telly and cinema and speeches from assorted execs that included the phrases ‘iconization’ and ‘global and local approach’). Sure it’s about beer sold like Coca-Cola, but then that’s par for the course with global brewers, that’s the way they operate…It’s not something I drink much and while I adored Mikkeller and its bar (Vesterbro Pilsner was gorgeous and got me in a spin while Black Hole was immensity itself, rich, luxurious, lushness), but I’m also impressed with them (changed it to fit in with your post) for their Jacobsen range. They don’t have to do it, but they do. Credit where credit is due.”
I agree that your report was not all starry eyed, and the museum is certainly worth visiting. Carlsberg is owned by a foundation that still gives generous donations, and I have no problems with that.
As for the Jacobsen range, it is to a large extent aimed at the home market. It is a way to stay the sole supplier of beers to bars and resturants who want a broader range than two kinds of pilsener – in essence a method of keeping the micros out.
It was not fair of me to point to your article, when all the business pages of Europe swallowed the Carlsberg line without any critical questions. My comments were really aimed at them.
Can someone enlighten me on the position of Kongens Bryghus within the Carlsberg group? I’m quite surprised to see them trumpeting the so-so Jacobsen stuff when there’s much better beer coming from Kongens. Or was, anyway.
Is it closed? Are they trying to keep its ownership a secret?
I’ll check with the Copenhagen crowd.
Honestly, the beers I have had from Kongens Bryghus have been nasty.
I thought the Vestindisk porter was top-notch a few years back, but really I’m more interested in why this brand isn’t the public face of “craft” Carlsberg rather than Jacobsen.
Have there been any follow up reports?
Here is from the Danish ratebeer forum:
Kongens Bryghus was always just a brand under Carlsberg. When the brand was launched in 2007 Carlsberg claimed to have plans of a brewpub in the old Kongens Bryghus buildings:
http://www.denstoredanske.dk/Mad_og_drikke/%C3%98l,_vin_og_spiritus/%C3%98l_og_mineralvand/Kongens_Bryghus
but those plans never materialized.
Carlsberg has now pretty much abandoned the brand, only Julemumme will still be brewed as a Kongens Bryghus beer. Some of the other beers will still be made but now under the Jacobsen brand.
Hope this helps.
That makes sense. Thanks for the info.