Carlsberg Brewery Hong Kong Ltd was established in the year 1978. The main business of the company is the production, distribution, sales and marketing of Carlsberg and a number of other beverage products in China, Hong Kong and Macau. Carlsberg Hong Kong Ltd is a subsidiary of Carlsberg Brewery Hong Kong Ltd, responsible for the distribution, sales and marketing of Carlsberg, Chill, Holsten, Tuborg, Jolly Shandy, Tetley's Bitter and Skol in Hong Kong and Macau. "Carlsberg Green Label", as it is popularly known within the company, is available in large and small bottles, as well as cans and draught - the latter is sold through more than 2000 locations in Hong Kong and Macau. Due to the company's efficient combination of its own distribution team and a network of external distributors, Carlsberg is able to ensure an ideal freshness and high quality to its products, which proudly display the "best before" dates on its packaging. In addition to the main brand, Carlsberg Green Label, the company introduced Carlsberg Chill in 2004 targeting the young drinkers segment. Since the printing of Carlsberg's first advertisement in the South China Morning Post in 1924, the Carlsberg brand has been continually supported by media advertising. Carlsberg has used its well known international slogan "Probably the best beer in the world" since 1986. In line with the new global positioning, a new advertising campaign "Tune in with Carlsberg" was launched in 2003 to communicate Carlsberg's brand essence of global belonging. Apart from its high profile advertising, Carlsberg has also established a strong presence through sponsorship of sports and music. In particular, Carlsberg has a strong association with football, through its long-time support of the annual Carlsberg Cup International Soccer Tournament.