‘PROBABLY THE BEST lager in the world’, is unequally probably one of the best marketing straplines ever written. Originated in the UK in 1973 by an advertising agency known as KMP, it has stood the test of time - nearly half a century in fact - although ‘lager’ was replaced by ‘beer’ at some point.
Interestingly, unable to fly in the face of popular opinion forever, Carlsberg decided to slightly amend their famous slogan back in 2019, to “probably not the best beer in the world”, adding, “so
