The Father of Quality Lager

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Design Agency: CP+B Scandinavia
Project Type: Produced, Commercial Work
Client: Carlsberg Research Laboratory
Location: Copenhagen, Denmark
Packaging Contents: Beer
Packaging Materials: Glass

In honor of Carlsberg Research Laboratory’s 140th anniversary, the brand has used ‘Jurassic Park’-style techniques to rebrew the Father of Quality Lagers.

Brewing beer used to be an unpredictable process resulting in undrinkable beer due to the phenomenon called ‘beer sickness’. But in 1883, Carlsberg Research Laboratory had the ground-breaking discovery of pure yeast, which made it possible to make quality beer every time. Carlsberg gave the yeast away for free to other brewers, and today most lager beer in the world (including other major brands) originate from this discovery. Now, after discovering a 133-year-old bottle of beer in the brewery’s old cellars, Carlsberg has managed to rebrew what is considered the father of most modern day lagers.