Forty-six years after Carlsberg bragged its lager was 'probably the best beer in the world', the brewer has admitted that it isn't.
The Danish firm has backtracked on the boast to launch a new drink, acknowledging its original wasn't up to scratch with a campaign saying: 'Probably not the best beer in the world. So we’ve changed it.'
It is unleashing a revamped version of the beverage, brewed in Northampton since 1973, with a new name and recipe.
Carlsberg Danish Pilsner will have more of a hop flavour but will still remain at 3.8 per cent strength. A £20million advertising campaign has poked fun at the original slogan, by placing a crudely scrawled 'not' after the word 'probably'.
The brewer has tweaked its original slogan (above) to launch a new lager called Carlsberg Danish Pilsner, which will have more of a hop flavour
Pictured: How Carlsberg used to sell its lager before the more modest approach it will pursue for its Pilsner
Carlsberg is launching a new beer and is finally admitting that its original recipe probably isn't the best in the world as it teases the TV advert due to air next month
Pictured: The new Carlsberg that is set to replace the original recipe. It will remain a 3.8 per cent beer but the brew has changed with the aim of offering a flavour with more depth
The full television ad will first air on May 23 but prior to that Carlsberg has embraced the ridicule of its original recipe faces by posting critical reviews of the drink from social media users.
They included one saying 'Carlsberg tastes like stale breadsticks' and another comparing the flavour to 'cat p***' and one branding it the 'rancid p*** of Satan'.
It also teased the promotion on social media as it confirmed the launch of a new drink with an admission reading: 'Probably the best lager in the world. Once true, but today? Probably not. Somewhere along the line, we lost our way.
'We focused on brewing quantity, not quality. We became
