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The brewer’s ballsy relaunch raises a few questions…

What went through Orson Welles’s mind, I wonder, when he first growled the line “Probably the best lager in the world” into a microphone? He may have been pondering his fee. He may have reflected on how well suited his distinctive gravelly voice was to the slogan’s understated confidence. It may have made him fancy a drink. It probably didn’t make him think that Carlsberg was probably the best lager in the world, because it probably isn’t. And last week its manufacturers admitted it.

In fact, they launched a new slogan: “Probably not the best beer in the world. So we’ve changed it.” This marketing admission raises a few questions, the first of which is: “How likely is it to be the best this time?” I mean, they’ve been calling their previous version “probably the best” for 46 years. It doesn’t feel like they’re adherents to a rigorously self-doubting approach to product development.

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