Irish beer consumers now can know the secret of Carlsberg’s brewing success and share it with the rest of the world like Dr Emil Hansen from the new Carlsberg Laboratory, did in 1883. The new commercial «The Secret‘ developed by Owens DDB from Dublin tells the story of Carlsberg’s perfecting the secret of lager brewing more than 120 years ago and freely offering it to other breweries to improve beer on a global scale. 
Dr Emil Hansen found that there are several types of yeast, only a few of which – the cultured yeasts – are suitable for brewing. He developed a technique to separate out the types and form colonies of pure yeast through single cell cloning. Working with the Carlsberg managing director, S A van der Kühle, he also designed a simple machine to propagate the pure yeast on a semi-continuous basis. This technology is widely used now and underlies modern brewing of the quality lager.
Why do you think such a valuable secret was revealed? The answer is simple: Carlsberg knew it for sure that the original cannot be beaten. And it was completely right.