Carlsberg rebrands in bid to double profits by 2015

CARLSBERG, the world’s fourth-biggest brewer, is adapting a new global slogan in hopes of doubling its brand’s profits by 2015, the company announced yesterday.

The new slogan – “that calls for a Carlsberg” – replaces one of advertising’s most famous taglines: “Probably the best beer in the world,” originally voiced by actor Orson Welles.

Chief executive Jorgen Buhl Rasmussen said that while Carlsberg’s green logo is known around the world, its sales do not measure up to its brand recognition.

Carlsberg’s operating profit rose from 9.39bn Danish kroner (£1.1bn) in 2009 to 10.25bn Danish kroner in 2010.

Carlsberg said it hopes the new branding will help it reach its goal to become the fastest-growing global beer company.