2019 was a pivotal year for the Carlsberg brand, with the launch of the new and improved Danish Pilsner. The Live Nation partnership provided key moments to re-introduce the beer to live music fans including the infamous Carlsberg Danish Quarter activation, a new Brew Lab experience, special artist programming, bespoke digital media campaigns, and the Carlsberg Cold Can initiative. Combined with the Carlsberg brand platform of ‘Betterment’, the company’s philosophy to always pursue better, the launch of the new Danish Pilsner set the tone for an exciting 2019 festival season. All activations and digital content were designed and delivered by Live Nation’s Brand Partnerships team.
