Danish brewer Carlsberg has admitted that its lager is, after all these years, "probably not" the best in the world.
The firm has launched a new recipe following increasingly harsh reaction from drinkers.
Drinkers have long treated Carlsberg's original slogan - "Probably the best lager in the world" - with disdain.
The slogan was accompanied by falling sales - but a new campaign is attempting to reverse the company's fortunes.
A new advertising campaign declares: "Probably not the best beer in the world."
It boldly adds: "So we've changed it."
'Drinking the bathwater your nan died in'
The brewer has shared disparaging comments about the old beer as part of the new campaign, including one that compared it to "drinking the bathwater your nan died in".
After the change to the ingredients and brewing method, the lager has been rebranded as Carlsberg Danish Pilsner.
It has the same alcohol content of 3.8% but a "crisper, fuller flavour".
Carlsberg UK's vice president of marketing, Liam Newton, said: "Drinkers' interest in mainstream lager has waned because, though the world has moved on, the mainstream category hasn't.
"At Carlsberg UK, we lost our way. We focused on brewing quantity, not quality; we became one of the cheapest, not the best."
