Using sophisticated techniques, Carlsberg Research Laboratory rebrewed the world’s very first quality lager. It was brewed with the original pure yeast which was developed at the Carlsberg Lab and which revolutionized the world’s beer brewing in 1883. The yeast has surprisingly survived 133 years in a beer bottle in the brewery’s old cellars, and leading brewing experts managed to rebrew what is considered the father of most modern day lager beers.
MO/PR was thrilled to be a part of this amazing project for the Carlsberg Foundation advising on media approach and handling press. The team also included CP+B Copenhagen, WeDoAgency and Hz.