LONDON — Carlsberg UK has appointed Golin as its retained agency following a four-way pitch, on a brief that aligns brand and corporate PR for the first time.

Golin will handle consumer PR for brands including Carlsberg Danish Pilsner, Carlsberg Export, San Miguel and Mahou across sponsorship assets such as 02 Academies, Live Nation festivals, Glastonbury, Somerset House and Classic Ibiza.

The brand work had been handled by sport and entertainment specialist Clifford French for the past five years.

Golin will also support on Carlsberg UK’s sustainability programme, Together Towards Zero, and drive awareness of its Snap Pack packaging format, which reduces plastic and removes traditional plastic rings.

The agency will start work in January, reporting into VP marketing Liam Newton and head of corporate affairs Andrew Roache, who said: “We were impressed by Golin’s consumer and corporate communications credentials and its sharp focus on measurement, which was the best we came across.

“Most consumers know Carlsberg is probably the best beer in the world, but there’s a much more we want to share about our beer brands and our sustainability efforts. We’re passionate about the beers we brew and Golin shares this passion, making them the right partner for us.”

Carlsberg UK retains Initiative for media buying and Be Heard for digital across its beer brand portfolio, alongside creative agencies Fold7 for Carlsberg brands and Pablo for San Miguel.

Earlier this year, Carlsberg UK relaunched its Carlsberg Danish Pilsner brand in the UK. The brewer said it had been “rebrewed from head to hop” and launched a social media drive that culminated in an integrated advertising campaign across OOO, print and digital stating it was “Probably Not” the best beer in the world. It also launched a TV campaign fronted by actor Mads Mikkelsen called The Lake.