" ` Garage Hard Seltzers - New Brand Development | Haines McGregor


In the global race between brewers and distillers to launch a hard seltzer, they all forgot one essential thing…personality. We seized the opportunity and created Garage for the Carlsberg Group — going from concept to launch in 120 days.

Garage is a brewed hard seltzer with bags of character. Its name is a nod to the metaphorical home for playful invention and it taps into millennial demand for stimulation in social settings, through unexpected experiences that can be shared with the wider world.


Despite launching two weeks before lockdown, Garage has delivered hard-hitting results – taking 9% of this newly competitive space already. With more local market launches planned for 2021, Garage will soon be open to the whole world.