Carlsberg UK has appointed Golin as its retained agency following a four-way pitch.

Golin will commence work in January and will report into VP Marketing Liam Newton and Head of Corporate Affairs, Andrew Roache.

The brewer is seeking to align its brand and corporate PR through one agency 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 agency will also support on Carlsberg UK’s sustainability programme, Together Towards Zero, and drive awareness of its innovative Snap Pack packaging format which reduces plastic and removes traditional plastic rings.

Roache comments: “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 in March, Carlsberg UK relaunched its Carlsberg Danish Pilsner brand in the UK. The brewer changed its beer stating it had been ‘rebrewed from head to hop’ and launched a Mean Tweets social media drive, culminating in an integrated advertising campaign across OOO, print and digital stating it was ‘Probably Not’ the best beer in the world.

The brewer also launched a new TV campaign fronted by Mads Mikkelsen called ‘The Lake’.