Carlsberg Beer is beer. As such, it's a social substance. Beer brands have forever been claiming that they are the beer for good friends and social situations. Lowenbrau with their old jingle, "Here's to good friends, because tonight is kinda special..." Or Michelob's attempts to own the concept of night-time partying. Even Bud Light's recent campaign about superstitions is really about bonding, socialness, friends.