‘We’ve been a bit guilty in the past of assuming consumers know we have credibility’ – Carlsberg’s global sponsorship director, Louise Bach, speaks to Global Drinks Intel – Part II

Earlier this week, we ran the first part of our interview with Carlsberg's global sponsorship director, Louise Bach. Here, in part two, Bach tells Global Drinks Intel editor Olly Wehring how the brewer looks to make an impact with its sponsorship deals, how front-of-shirt is less important than it once was for the namesake lager and why it's not a problem that she's not a big football fan. Global Drinks Intel editor Olly Wehring met with Carlsberg's global sponsorship director, Louise Bach, in Copenhagen in mid-November How have the marketing as