New Carlsberg commercial, developed specifically for the Irish market, takes us back to the origin of the big secret. The advertisement, entitled ‘The Secret’, celebrates the fact that Carlsberg are responsible for perfecting the secret of brewing consistently quality lager. The commercial tells a true story from 1883, where Carlsberg scientist Professor Emil Chr. Hansen discovered the method of isolating pure yeast culture. The resulting yeast was called saccharoymces carslbergensis – the secret of Carlsberg’s brewing success. First to isolate pure yeast, and with a discovery that would revolutionise the brewing industry, Carlsberg didn’t keep its findings to itself but rather shared its knowledge with other master brewers. It still forms the basis of all lager brewing today! Why? Because Carlsberg knew that the original could not be beaten.