Heineken Vs Carlsberg

Beers! The holy grail to most of us. Regardless of celebration, festivities or even an ice cold pint just to finish off the day; beers get the job done. And amongst the malty, hoppy hazy verse of beers, are two universal beer brands that we are familiar with and would not consider them to be very different - Heineken and Carlsberg.

The Taste Test

A blind taste test was conducted in Singapore with 30 individuals between the ages of 18 and 35. The objective was to see if consumers could tell the difference between Heineken and Carlsberg. More than half (67%)  failed to tell the difference in flavour profiles. The rest (33%) suggests that there is only a very slight difference in taste. 

The test also experimented on preconceived perception of each brand and it’s beer. Most of them (70%) had the impression that Heineken was lighter in taste and less bitter than Carlsberg beer. However, during the blind taste test, the same group identified Heineken as heavier which negates the previous perception of the beer being lighter. This experiment suggests that consumers purchase beer based on their preconceived perception of the brand and not due to the actual brand and product itself.

Now, it may seem frivolous to discuss which is a better brand since both are so similar. But come to think of it, if they are so similar, isn’t it intriguing to find out how these two brands are shaping consumers' perceptions differently in their unique ways?

Well, today we are going to go beyond comparing flavour profiles. Instead, We will explore and discuss elements that shape our perception of brands as a consumer. Open your heart to receive and you may end up discovering your personal favourite amongst the two. Or not, and that is fine as well.

The Story

Carlsberg: More Than a Brewery

Founded in 1874 by J.C. Jacobsen . The brewery was named after his son, Carl, and the Danish word “bjerg,” meaning “hill.”  More than a brewery, it was a lab for J.C. Jacobsen to study malting, brewing, and fermentation. In1876, he established the Carlsberg Foundation to oversee the lab and to support scientific research and today, the Carlsberg name includes the Carlsberg Group, Carlsberg Research Laboratory, three foundations, and two museums.

Carlsberg Changed Brewing Forever

The study of Yeast has been the anchor topic of research at the Carsberg laboratory since 1876. And in 1883, there was a breakthrough by a professor named Emil Christian Hansen. Professor Emil became the first to isolate a pure yeast culture that revolutionises today’s beer industry. J.C. Jacobsen shared the discovery and cleverly named it S. Carlsbergensis. S. Carlsbergensis became the ancestor of modern lager yeasts - A “Carlsberg type” Bohemian lager yeast strain, Saccharomyces pastorianus, is now the most widely used lager strain in the world.

Heineken: How it Got it’s Cool?

Heineken was founded by a young and ambitious entrepreneur who owned two micro-breweries but still, he didn't think that he was cool. The problem for Gerard was that he was already brewing a range of top-fermenting beers namely ale, porter and old brown but all the 19th-century hipsters were drinking something else, the Bavarian lager. So Gerard decided to take a chance. He put all of his resources into two new breweries that produced the only lager. 

It was a big risk as lagers were not the strong suit of Dutch brewers. Gerard ended up hiring German labourers who made up half of his brewery team. Apart from knowledge scarcity, Gerard also struggled with keeping his lagers cool during the brewing process. 

Coolness in Abundance

The crisis led to the invention of steam-powered ice machines. These machines produced more ice than the brewery needed. So Heineken brewery ended up supplying ice to households and bars in Amsterdam until the 1950s. Talk about being cool, Gerard is more than just cool. He is entrepreneurial and also believes in the economy of sustainability. By the end of the 19th century, Heineken had found it’s cool in lager and the rest is history.

The Rave

Now that we have taken a glimpse into the backstory of both brands, we shall delve into how each brand uniquely crafts audience perceptions. But first, let’s discuss the indubitable similarities in consumer perception when it comes to all beer brands, not just Carlsberg and Heineken. That is, we all know that beer and soccer go hand in hand.

Beer and Soccer a Match Made in Heaven

Beer and soccer or rather alcohol and sports, have been intimately linked throughout history whether it is for advertising, camaraderie and sponsorships. Nothing brings fans, athletes and the financial backers together quite like alcohol.

Carlsberg and Liverpool FC

Carlsberg and Liverpool FC have been partners for three decades and counting. Side by side since 1992. The partnership has brought about a spirit of excellence. Carlsberg is always looking to improve, experiment and refine everything they do. And this spirit has resulted in the possible creation of red hops and red beer specially brewed for the fans of LFC to celebrate its 26th season. The eventful release of the limited red pilsner was defined as the day Carlsberg turned red.

Heineken and UEFA Champions League

Heineken has been a sponsor of the UEFA Champions League since 1994 and as a witty brand, Heineken upped the ante of competition in 2020 by creating a mini match for the UEFA Champions League fans. The game was marketed as “enjoy the rivalry” where fans were encouraged to predict star players from each match with their friends or  rivals to see who knows football best. A simple yet clever activity to advertise and support UEFA Champions League by elevating the experience of watching sports. 

An Era of Sustainability

If anything good came out of the pandemic, it has to be that Covid 19 has brought our attention to the sustainability issues before us. Consumers are now more than ever, being conscious of brand ethics when making purchase decisions. Sustainability is now a rave-worthy topic embraced by individuals, community and companies.It is interesting to see how each brand innovates and creatively incorporates sustainability efforts in what they do. 

Carlsberg - Brewing in Pursuit of Better

An innovation lab opposed to just a brewery, Carlsberg is constantly improving, experimenting and refining everything they do. And in the name of sustainability, clever innovations were born. Carlsberg has come up with paper beer bottles and an innovative glue mechanism for their beer packs to abdicate the use of plastics. Beyond that, Carlsberg is the first large corporation in the world to use sustainable inks, making their labels more recyclable.

Heineken - Brew a Better World

At Heineken sustainability is more than the necessary reduction of carbon emission. It is about advocating for individuals and the community as a whole; making sure everyone belongs.  Heineken supports the LGBTQIA+ community by having their global brand Amstel become the official beer of the Pride Parade in São Paulo. 

Beyond that, the company actively pursues partner initiatives to spread the message of drinking responsibly. Through its soccer initiatives, Heineken has activated more than 2,000 recycling and safe driving initiatives at stadiums nationwide. And its “Brewing a Better World” campaign includes partnerships with +Pool, The Recycling Partnership, Uber and Lyft, to name a few. 

Your Choice

Now that you’ve learned about the story and the raves of each brand, are you team Heineken or Carlsberg? Or are you indifferent because beer is just beer? Regardless, we hope to have brought you closer to the beer brands you drink through their stories and activations. It might be a fun topic to discuss brand stories next time you have a round of drinking session with your loved ones. 

As mentioned in the beginning, consumers make purchases based on their preconceived perception of the brand and not due to the actual brand and product per se. So for those who have picked a side and are curious to test this hypothesis for yourself, wait no more and grab a pack with us! At Cellabration, we offer both Carlsberg and Heineken at the best prices. And you get to enjoy free alcohol delivery should you decide to purchase anything else that adds up to $99 or more. But seriously, Carlsberg or Heineken, it’s your choice and we promise we won’t tell!