Back in 1883 a scientist in the Carlsberg laboratories called Emil Christian Hansen created a strain of yeast that would end the beer epidemic that was taking place at the time. At this exact moment they had the choice of holding on to this secret formula for their own personal gains or sharing it with the world. They decided to share it and in turn changed the global beer brewing process forever.
Following on from the launch of the new global campaign for Carlsberg Export, with Mads Mikkelsen riding his bike around Copenhagen. We decided to re-introduce Mads, to launch Carlsberg’s latest offering 1883, a beer re-brewed from that original formula. In this ad we once again hear Mads imparting his words of wisdom but this time he talks about the Danish nature of sharing.
