Watch: Carlsberg creates 27ft Christmas tree made of beer-filled baubles

Carlsberg have invited Londoners to pour themselves a beer under a 27ft fir Christmas tree stationed in Southwark.

Watch: Carlsberg creates 27ft Christmas tree made of beer-filled baubles

The brand created a giant tree decorated with candle-lit beer bottles, digital festoon lighting and a large beer hop to celebrate the festive season.

The first 100 visitors to the tree cashed in on a hand-blown bespoke glass "beerble", from which to drink free Carlsberg.

The brand also encouraged fans to follow @CarlsbergUK to keep updated with news and enter a competition to win a year's supply of Carlsberg.

Senior brand manager Dharmesh Rana told Marketing why the business is experimenting with new ways to connect with consumers. Warch the stunt in action below.