Tennent’s pokes fun of Carlsberg’s rebranding

United Kingdom | After Carlsberg put up a billboard across the street from Tennent’s Glasgow brewery, the Scottish brewer responded with a billboard of its own. 

 Carlsberg’s billboard reads: “New Carlsberg Danish Pilsner. Rebrewed from head to hop.”

Tennent’s own billboard on the digital screen mocks Carlsberg for the fact that its Danish Pilsner is not brewed in Denmark. It says: “Scotland’s favourite beer. Only ever brewed here. Danish Pilsner? Probably brewed in Northampton.” At the bottom there is an arrow pointing across the street to the Carlsberg advert.

The tongue-in-cheek message has attracted attention from beer fans on the internet, who have praised Tennent’s for the good humour.

Irish cider specialist, C&C Group, bought Tennent’s from AB-InBev in 2009 for EUR 205 million (USD 285 million).

A Tennent’s spokesperson said: “Made with 100 percent Scottish barley, the finest hops and the freshest water from Loch Katrine, Tennent’s has been brewed here, to the same recipe since 1885 and we’re proud to be Scotland’s favourite beer.”