Golin has won Carlsberg's UK business following a competitive pitch as the Denmark-based brewer works to align its brand and corporate PR at a single shop.

The Interpublic unit will handle Carlsberg Danish Pilsner, Carlsberg Export, San Miguel and Mahou across sponsorships as well as its "Together Towards Zero" sustainability program and snap pack packaging, which reduces plastics.

Andrew Roache, head of corporate affairs, said Carlsberg was impressed with Golin's consumer and corporate communications credentials and its focus on measurement.

Golin, which begins work in January, will report to Roache and VP marketing Liam Newton.

Based in Copenhagen, Carlsberg calls its brew "probably the best beer in the world."