The advert for that well known Danish beer is high on hyperbole to describe its appeal, and in this case with some justification, at least on a purely parochial Scottish sense.
The forthcoming bout in the Kelvin Hall on the 6th of June between Greenock's John Simpson as holder of the Lonsdale belt at Featherweight, and South Queensferry's Paul Appleby has boxing fans north of the Border, in a froth of excitement.
Not only are they two of Scotland's more exciting boxers, but with the added dimension of an East/West split it will create a unique atmosphere in that illustrious old venue.
Tommy Gilmour, co-promoter of the bill in association with Matchroom, may indeed have lined up what has the potential to be a candidate for fight of the year to match Carlsberg's boast!
The Greenock boxer insists that Appleby will be taken care of in due course but is under no illusions as to the task in hand, adding "Paul is a good fighter with talent and technical skills and he can obviously punch, judging by his record. But I have been in with punchers before and dealt with them."
Simpson thinks that a win will “hopefully put me in line to become mandatory challenger for the European title.” A loss would negate that ambition and also prevent his taking ownership of the Lonsdale belt.
Appleby on the other hand has a style which enthrals his supporters and any neutrals lucky enough to be present, this panache has brought him eleven successive wins, including eight inside the distance, but his defence is an area the youngster admits he will have to tighten up.
He said: "I think it will be a war in the middle rounds but I'll be keeping my hands up against John as I know he can hurt me, unlike my previous opponents” Having known both boxers in my time as Scottish amateur team manager, I'm convinced this will be real firecracker of a bout between two very exciting boxers with a high octane mix of ability and desire on the part of both young men.