Two diametrically opposed beer types were launched for a limited time. The lightest of them - Weiss - was matched against the darkest - Stout. The Swedish people were to choose which beer would be allowed to remain and live on as part of the regular assortment.Falcon is a masculine beer that brings sport and power to mind. The desire to arrange a traditional election turned into something quite different: the Duel. A battle between two rookies, the fates of which lay in the hands of ordinary Swedes.

After eight rounds and as many weeks, the match was finally over. Falcon Weiss beer was the duel's victor, but the real winner was the Falcon brand: 287,000 visited voting sites. Falcon doubled its top of mind and ended up supremely on top (with 28%), while all other brand names plunged. Falcon became the beer with the greatest taste preference after the advertisement. But what is more: volume shares grew from 11 to 15.6%, and Falcon became market leader. As a result, Carlsberg Sweden's shares grew to 45.6%, securing its position as the country's largest brewery.