Teetotal Carlsberg scores own goal

Mindful of the hectic schedule of many marketing folk, the Diary decided to sample the delights of Euro 2000 and report back for those too busy to attend – it’s dirty work but somebody has to do it.

Now, the Diary is not impartial to the occasional pint and decided to sample some local Belgian fare starting in the bar next to the King Baudouin stadium, which was surprisingly empty considering the game was a 70,000 sell-out. Maybe everyone was too excited about the football to drink!

A tray of beers duly appeared and although disappointingly it was Carlsberg, we thought “what the heck, at least it’s alcohol”…until the true horror, and the real reason for the empty bar, became apparent – it was a specially brewed non-alcoholic brand extension.

Carlsberg, probably the best lager in the world? Uh, probably not…


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