• The Father of Quality Lager

    Design Agency: CP+B Scandinavia
    Project Type: Produced, Commercial Work
    Client: Carlsberg Research Laboratory
    Location: Copenhagen, Denmark
    Packaging Contents: Beer
    Packaging Materials: Glass

    In honor of Carlsberg Research Laboratory’s 140th anniversary, the brand has used ‘Jurassic Park’-style techniques to rebrew the Father of Quality Lagers.

    Brewing beer used to be an unpredictable process resulting in undrinkable beer due to the phenomenon called ‘beer sickness’. But in 1883, Carlsberg Research Laboratory had the ground-breaking discovery of pure yeast, which made it possible to make quality beer every time. Carlsberg gave the yeast away for free to other brewers, and today most lager beer in the world (including other major brands) originate from this discovery. Now, after discovering a 133-year-old bottle of beer in the brewery’s old cellars, Carlsberg has managed to rebrew what is considered the father of most modern day lagers.

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