Carlsberg is a pale beer — a lager — that started in Denmark and became very well known in the UK. For years the company made adverts with the line “Probably the best lager in the world.” British people still remember those words, and they sometimes copy them as a joke about other things: probably the best sandwich in the office, and so on. You change a word or two, and everyone hears the old advert in their head. The beer itself is a common supermarket lager, light in colour, not a dark heavy beer. Saying Carlsberg in the UK is naming a famous brand, not a tiny local brew. Though actually, “probably” in that slogan was doing a lot of work: it sounded modest and very sure at the same time, which is why people still play with it.