Darran Britton joined the Carlsberg business over 20 years ago as a graduate trainee, so he knows the brewer inside and out. In response to a declining beer market, Britton oversaw the launch of the company’s cider brand in 2012, its first significant diversification. The business launched a £14m ad campaign last month encouraging drinkers to switch from Stella Artois to Carlsberg Export. It retains a sense of humour at the centre of its marketing, however, and on top of bringing back its “If Carlsberg did…” strapline in early 2015, the company also tried to fool UK consumers by producing evidence of a beer delivery drone on 1 April.