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Carlsberg A/S (; ) is a Danish multinational brewer. Founded in 1847 by
J. C. Jacobsen Jacob Christian Jacobsen (2 September 1811 – 30 April 1887), mostly known as J. C. Jacobsen, was a Danish industrialist and philanthropist best known for founding the brewery Carlsberg. Biography He had no formal academic or scientific traini ...
, the company's headquarters is in
Copenhagen Copenhagen ( or .; da, København ) is the capital and most populous city of Denmark, with a proper population of around 815.000 in the last quarter of 2022; and some 1.370,000 in the urban area; and the wider Copenhagen metropolitan a ...
,
Denmark ) , song = ( en, "King Christian stood by the lofty mast") , song_type = National and royal anthem , image_map = EU-Denmark.svg , map_caption = , subdivision_type = Sovereign state , subdivision_name = Kingdom of Denmark , establish ...
. Since Jacobsen's death in 1887, the majority owner of the company has been the
Carlsberg Foundation Carlsberg Foundation ( da, Carlsbergfondet) was founded by J. C. Jacobsen in 1876, by allocating some of his shares in the Carlsberg Brewery to fund and operate the Carlsberg Laboratory and the Museum of National History at Frederiksborg Palace. ...
. The company's flagship brand is
Carlsberg Carlsberg may refer to: Places * Carlsberg (district), a district in Copenhagen, Denmark ** Carlsberg station, its train station * Carlsberg, Germany, a municipality in Rhineland-Palatinate, Germany * Carlsberg Fjord, Greenland Other uses * Carls ...
(named after Jacobsen's son
Carl Carl may refer to: * Carl, Georgia, city in USA * Carl, West Virginia, an unincorporated community *Carl (name), includes info about the name, variations of the name, and a list of people with the name * Carl², a TV series * "Carl", an episode of ...
). Other brands include Tuborg,
Kronenbourg Kronenbourg Brewery (french: Brasseries Kronenbourg, German: ''Kronenbourg Brauerei'', ) is a brewery founded in 1664 by Geronimus Hatt in the Free Imperial City of Straßburg, Holy Roman Empire (today Strasbourg, France). The name comes from ...
,
Somersby cider Somersby cider is a brand of 4.5% abv cider by Danish brewing company Carlsberg Group. Developed in 2008, it was originally developed for the Danish market, but today has been launched in more than 46 markets, including all of Europe, Israel, Nep ...
, Holsten, Neptun, Russia's best-selling beer
Baltika Baltika Brewery (russian: link=no, Пивоваренная компания "Балтика") is the second largest brewing company in Europe and the leader of the Russian beer market with over 38% market share. It is headquartered in St. Pet ...
, Belgian Grimbergen, Fix, one of
Greece Greece,, or , romanized: ', officially the Hellenic Republic, is a country in Southeast Europe. It is situated on the southern tip of the Balkans, and is located at the crossroads of Europe, Asia, and Africa. Greece shares land borders wi ...
's oldest brands and more than 500 local beers. The company employs around 41,000 people, primarily in Western Europe, Russia and Asia.


History

Carlsberg was founded by
J. C. Jacobsen Jacob Christian Jacobsen (2 September 1811 – 30 April 1887), mostly known as J. C. Jacobsen, was a Danish industrialist and philanthropist best known for founding the brewery Carlsberg. Biography He had no formal academic or scientific traini ...
, a
philanthropist Philanthropy is a form of altruism that consists of "private initiatives, for the public good, focusing on quality of life". Philanthropy contrasts with business initiatives, which are private initiatives for private good, focusing on material ...
and avid art collector. With his fortune he amassed an art collection which is housed in the Ny Carlsberg Glyptotek in central Copenhagen. The first brew was finished on 10 November 1847, and the export of Carlsberg beer began in 1868 with the export of one barrel to
Edinburgh Edinburgh ( ; gd, Dùn Èideann ) is the capital city of Scotland and one of its 32 Council areas of Scotland, council areas. Historically part of the county of Midlothian (interchangeably Edinburghshire before 1921), it is located in Lothian ...
,
Scotland Scotland (, ) is a country that is part of the United Kingdom. Covering the northern third of the island of Great Britain, mainland Scotland has a border with England to the southeast and is otherwise surrounded by the Atlantic Ocean to ...
. Some of the company's original logos include an elephant, after which some of its lagers are named, and the
swastika The swastika (卐 or 卍) is an ancient religious and cultural symbol, predominantly in various Eurasian, as well as some African and American cultures, now also widely recognized for its appropriation by the Nazi Party and by neo-Nazis. I ...
,Sample image of a label featuring swastika
/ref> the use of which was discontinued in the 1930s because of its association with political parties in neighboring Germany. Jacobsen's son Carl opened a brewery in 1882 named Ny (New) Carlsberg forcing him to rename his brewery Gamle (Old) Carlsberg. The companies were merged and run under Carl's direction in 1906 and remained so until his death in 1914. Jacobsen set up the
Carlsberg Laboratory The Carlsberg Research Laboratory is a private scientific research center in Copenhagen, Denmark under the Carlsberg Group. It was founded in 1875 by J. C. Jacobsen, the founder of the Carlsberg brewery, with the purpose of advancing biochemica ...
in 1875, which worked on scientific problems related to brewing. It featured a Department of Chemistry and a Department of Physiology. The species of yeast used to make
pale lager Pale lager is a very pale-to- golden-colored lager beer with a well- attenuated body and a varying degree of noble hop bitterness. The brewing process for this beer developed in the mid-19th century, when Gabriel Sedlmayr took pale ale bre ...
, ''
Saccharomyces carlsbergensis ''Saccharomyces pastorianus'' is a yeast used industrially for the production of lager beer, and was named in honour of Louis Pasteur by the German Max Reess in 1870. This yeast's complicated genome appears to be the result of hybridisatio ...
'', was isolated by Emil Christian Hansen at the laboratory in 1883 and bears its name; this was shared freely by Carlsberg. The Carlsberg Laboratory also developed the concept of pH and made advances in protein chemistry. In 1972, the Carlsberg Research Centre was established and the Carlsberg Laboratory is an independent unit of the Centre. In 1876, J.C. Jacobsen established the Carlsberg Foundation, run by trustees from the Royal Danish Academy of Sciences and Letters, which managed the Carlsberg Laboratory as well as supporting scientific research within the fields of natural sciences, mathematics, philosophy, the humanities and social sciences in Denmark. Because of a conflict with his son Carl, Jacobsen's brewery was left to the Foundation upon his death in 1887. The first overseas license for brewing was given to the Photos Photiades Breweries, and in 1966 Carlsberg beer was brewed for the first time outside Denmark at the Photiades breweries in Cyprus. The first brewery to be built outside Denmark was in Blantyre, Malawi in 1968. Carlsberg merged with Tuborg breweries in 1970 forming the United Breweries AS, and merged with
Tetley Tetley is an English beverage manufacturer founded in 1837 in Yorkshire. It is the largest tea company in the United Kingdom and Canada, and the second largest in the United States by volume. Since 2000, Tetley has been a wholly owned subsi ...
in 1992. Carlsberg became the sole owner of Carlsberg-Tetley in 1997. In 2008 Carlsberg Group, together with Heineken, bought Scottish & Newcastle, the largest brewer in the UK, for £7.8bn ($15.3bn). In 2013 the company joined leading alcohol producers as part of a producers' commitments to reducing harmful drinking. In November 2014, Carlsberg agreed to take over
Greece Greece,, or , romanized: ', officially the Hellenic Republic, is a country in Southeast Europe. It is situated on the southern tip of the Balkans, and is located at the crossroads of Europe, Asia, and Africa. Greece shares land borders wi ...
's third largest brewery, the
Olympic Brewery Olympic or Olympics may refer to Sports Competitions * Olympic Games, international multi-sport event held since 1896 ** Summer Olympic Games ** Winter Olympic Games * Ancient Olympic Games, ancient multi-sport event held in Olympia, Greece bet ...
, adding to its operations in the country already and effectively transforming the firm into the second biggest market player in Greece. The old brewery in Copenhagen was once open for tours. In January 2020, the brewery was closed for a complete refurbishment. It is not known when it will reopen.


Regional operations

The Carlsberg Group divides their operations into three market areas: Northern and Western Europe, Eastern Europe and Asia.


Eastern Europe

Žatecký Pivovar has been owned by Carlsberg since 2014. Previously, it was wholly owned by Kordoni Holding Limited based out of
Nicosia Nicosia ( ; el, Λευκωσία, Lefkosía ; tr, Lefkoşa ; hy, Նիկոսիա, romanized: ''Nikosia''; Cypriot Arabic: Nikusiya) is the largest city, capital, and seat of government of Cyprus. It is located near the centre of the Mesaori ...
in
Cyprus Cyprus ; tr, Kıbrıs (), officially the Republic of Cyprus,, , lit: Republic of Cyprus is an island country located south of the Anatolian Peninsula in the eastern Mediterranean Sea. Its continental position is disputed; while it is ...
. The brewery is located in the Czech city of Žatec (german: Saaz) from which Saaz hops, a "noble" variety of
hops Hops are the flowers (also called seed cones or strobiles) of the hop plant '' Humulus lupulus'', a member of the Cannabaceae family of flowering plants. They are used primarily as a bittering, flavouring, and stability agent in beer, to w ...
which accounts for more than of total 2009 hop production in the Czech Republic comes from.
Baltic Beverages Holding Baltic Beverages Holding is a brewing company owned by Carlsberg Group. It is a significant operator in the brewing industry in Russia, Ukraine, the Baltic countries and Kazakhstan, most notably holding a stake in Baltika Breweries. History ...
is owned by Carlsberg. Previously, it was a joint venture between Carlsberg and Scottish & Newcastle in Russia. The company is a significant operator in the brewing industry in Russia,
Ukraine Ukraine ( uk, Україна, Ukraïna, ) is a country in Eastern Europe. It is the second-largest European country after Russia, which it borders to the east and northeast. Ukraine covers approximately . Prior to the ongoing Russian inva ...
, the
Baltic countries The Baltic states, et, Balti riigid or the Baltic countries is a geopolitical term, which currently is used to group three countries: Estonia, Latvia, and Lithuania. All three countries are members of NATO, the European Union, the Euro ...
,
Kazakhstan Kazakhstan, officially the Republic of Kazakhstan, is a transcontinental country located mainly in Central Asia and partly in Eastern Europe. It borders Russia to the north and west, China to the east, Kyrgyzstan to the southeast, Uzbeki ...
and
Uzbekistan Uzbekistan (, ; uz, Ozbekiston, italic=yes / , ; russian: Узбекистан), officially the Republic of Uzbekistan ( uz, Ozbekiston Respublikasi, italic=yes / ; russian: Республика Узбекистан), is a doubly landlocked co ...
. It has a majority interest in OAO Baltika Breweries, the largest brewery in the
Russian Federation Russia (, , ), or the Russian Federation, is a transcontinental country spanning Eastern Europe and Northern Asia. It is the largest country in the world, with its internationally recognised territory covering , and encompassing one-eig ...
and
Eastern Europe Eastern Europe is a subregion of the European continent. As a largely ambiguous term, it has a wide range of geopolitical, geographical, ethnic, cultural, and socio-economic connotations. The vast majority of the region is covered by Russia, whi ...
. The Uzbek government claimed the subsidiary owed $4.6 million in taxes from unreported revenue. Lower courts also claimed that Carlsberg illegally produced 1.6 million litres of beer from 2008 to 2010. For these reasons, in March 2012, Carlsberg suspended production at its Uzbek plant and asked its employees to take an unpaid leave. In late 2012, the Uzbek Court declined Carlsberg's tax appeal. Production resumed in April 2013. The brewery produces 1.3 million litres of beer under three local brands Sarbast Original, Sarbast Extra, and Sarbast Special, plus the international brand Tuborg Green.


Northern and Western Europe

Carlsberg acquired the
Aldaris Brewery Baltic Beverages Holding is a brewing company owned by Carlsberg Group. It is a significant operator in the brewing industry in Russia, Ukraine, the Baltic countries and Kazakhstan, most notably holding a stake in Baltika Breweries. History ...
in Riga,
Latvia Latvia ( or ; lv, Latvija ; ltg, Latveja; liv, Leţmō), officially the Republic of Latvia ( lv, Latvijas Republika, links=no, ltg, Latvejas Republika, links=no, liv, Leţmō Vabāmō, links=no), is a country in the Baltic region of ...
, in 2008. The brewery was founded in 1865, and produces Aldaris brand beers.
Carlsberg Polska Carlsberg Polska is the Polish subsidiary of the Danish multinational brewing company Carlsberg. Carlsberg has 1/3 control of the Okocim Group, which included the Okocim Brewery, in 2004. The subsidiary owns four brewing plants and employs 1,25 ...
is the Polish subsidiary of the Carlsberg Group. Carlsberg acquired 100% control of the Okocim Group, which included the
Okocim Brewery Okocim Brewery (), in Brzesko in southeastern Poland, is a brewery founded in 1845. History The brewery was established in 1845 by Johann Evangelist Götz (1815-1893), a German beer maker born in Wirtemberg together with Joseph Neumann, fr ...
, in 2004. The
subsidiary A subsidiary, subsidiary company or daughter company is a company owned or controlled by another company, which is called the parent company or holding company. Two or more subsidiaries that either belong to the same parent company or having a ...
owns four
brewing plant A brewery or brewing company is a business that makes and sells beer. The place at which beer is commercially made is either called a brewery or a beerhouse, where distinct sets of brewing equipment are called plant. The commercial brewing of bee ...
s and employs a staff of 1,250. It is the third largest brewing company in
Poland Poland, officially the Republic of Poland, is a country in Central Europe. It is divided into 16 administrative provinces called voivodeships, covering an area of . Poland has a population of over 38 million and is the fifth-most populou ...
with a 14.4%
market share Market share is the percentage of the total revenue or sales in a market that a company's business makes up. For example, if there are 50,000 units sold per year in a given industry, a company whose sales were 5,000 of those units would have a ...
. Brands include Harnaś, Kasztelan, Okocim, Piast, Somersby and Carlsberg. Carlsberg Sweden (Sverige) is based in
Stockholm Stockholm () is the capital and largest city of Sweden as well as the largest urban area in Scandinavia. Approximately 980,000 people live in the municipality, with 1.6 million in the urban area, and 2.4 million in the metropo ...
, and owns the
Falcon Brewery Falcon Brewery (Bryggeri AB Falken) was a brewery company in Falkenberg, Sweden. After being bought by Carlsberg it is now one of their production facilities. The brewery was founded in 1896 by John L Skantze who picked Falkenberg because finan ...
in Falkenberg, and the Ramlösa mineral water bottling facility in Helsingborg. Carnegie Porter, a 5.5% abv
Baltic porter Porter is a style of beer that was developed in London, England in the early 18th century. It was well- hopped and dark in appearance owing to the use of brown malt.Dornbusch, Horst, and Garrett Oliver. "Porter." The Oxford Companion to Beer ...
, along with the Pripps and Falcon brand lagers, are brewed in Falkenberg. Norway brands include: Arendals, Dahls,
Frydenlund Frydenlund is a historic house near Vedbæk north of Copenhagen, Denmark. History The royal pavilion The first structure at the site was a hunting lodge built just north of the royal deer park Jægersborg Dyrehave which was established in 1670. ...
, Nordlands,
Ringnes Ringnes is the largest brewer in Norway. owned by the Carlsberg Group. History Ringnes AS was founded in 1876. The company's brewery in the Grünerløkka district of Oslo produced its first beer in 1877. The brewery was founded by brothers Amund ...
and Tou. Other European brands include:
Birrificio Angelo Poretti Birrificio Angelo Poretti is an Italian brewing company located in Varese. The brewery was founded in 1877 by Angelo Poretti in Induno Olona. In 1939, the company passed to the Bassetti family, who owned the Splügen brewery in Chiavenna. In 19 ...
(Italy),
Feldschlösschen Feldschlösschen () is a Swiss beverage and brewing company located in Rheinfelden, in the German-speaking canton of Aargau, Switzerland. Founded in 1876, the company operates the biggest brewery in Switzerland by production, the Feldschlö ...
(Switzerland),
Holsten Holsten Brewery (Holsten-Brauerei AG) is a brewing company founded in 1879 in what is now Hamburg's Altona-Nord quarter. The group now has seven breweries in Germany. Its nationally distributed premium brand is the pale lager ''Holsten Pilse ...
(Germany), Jacobsen,
Karhu Karhu (Finnish for 'bear') may refer to: * Karhu (beer), a Finnish beer brand * ''Karhu'' (ship), name of the 1876 barque ''Lalla Rookh'' while under the Finnish flag, 1923/4 to 1926 * Karhu (sports brand), a Finnish sports brand * Karhu (surnam ...
(Finland),
Kronenbourg Kronenbourg Brewery (french: Brasseries Kronenbourg, German: ''Kronenbourg Brauerei'', ) is a brewery founded in 1664 by Geronimus Hatt in the Free Imperial City of Straßburg, Holy Roman Empire (today Strasbourg, France). The name comes from ...
(France),
Super Bock Super Bock is a Portuguese beer brand from the Super Bock Group brewery which produces a range of beers under the same name. Established in 1927, Super Bock maintains a leading position in the market and it is among the favourite beer brands of ...
(Portugal) and
Tetley Tetley is an English beverage manufacturer founded in 1837 in Yorkshire. It is the largest tea company in the United Kingdom and Canada, and the second largest in the United States by volume. Since 2000, Tetley has been a wholly owned subsi ...
(UK). As a result of the takeover of Scottish & Newcastle, Carlsberg controls the San Miguel brand in the UK. The UK competition and Markets Authority approved the merger of Carlsberg UK and Marston’s PLC. The new company will be based in Wolverhampton, England and known as Carlsberg Marston’s Brewing Company, with Carlsberg taking a 60% share in the new company. The merger is due to be completed by the end of October 2020.


North America

In the US, the Carlsberg group brands are distributed by St. Killian Import Co., based in Everett, Massachusetts, importing Carlsberg beer directly from Denmark. Brands that are imported include Carlsberg Pilsner (0.5 liter/16.9 oz. cans), Carlsberg Beer (bottles and kegs), Carlsberg Elephant, Kronenbourg 1664, Grimbergen, Tetley's English Ale, and Okocim. Carlsberg was brewed in Canada by
Canadian Breweries Canadian Breweries Limited (CBL), originally the Brewing Corporation of Ontario, was an Ontario-based holding company in the brewing industry. The company was founded in 1930 by a merger of two breweries, Brading of Ottawa and Kuntz of Kitchener-W ...
/
Carling O'Keefe Carling O'Keefe was a brewing company in Canada that is now part of Molson Coors. The company's origins can be traced to Canadian Breweries, which bought the Carling Brewery in 1930 and the O'Keefe Brewery in 1934. Canadian Breweries purchased ...
beginning in 1972. After Carling O'Keefe was merged with Molsons, Carlsberg opened its own brewery. Since 2008, Carlsberg no longer brews Carlsberg in Canada. Instead, it imports Carlsberg along with its other brands. In December 2022, it was announced Carlsberg has acquired the
Ontario Ontario ( ; ) is one of the thirteen provinces and territories of Canada.Ontario is located in the geographic eastern half of Canada, but it has historically and politically been considered to be part of Central Canada. Located in Central Ca ...
-based company, Waterloo Brewing.


Asia


East Asia

Carlsberg started to export beer to
China China, officially the People's Republic of China (PRC), is a country in East Asia. It is the world's List of countries and dependencies by population, most populous country, with a Population of China, population exceeding 1.4 billion, slig ...
in 1876. In the late 1990s, Carlsberg had two breweries in China –
Huizhou Huizhou ( zh, c= ) is a city in central-east Guangdong Province, China, forty-three miles north of Hong Kong. Huizhou borders the provincial capital of Guangzhou to the west, Shenzhen and Dongguan to the southwest, Shaoguan to the north, Heyu ...
and
Shanghai Shanghai (; , , Standard Chinese, Standard Mandarin pronunciation: ) is one of the four Direct-administered municipalities of China, direct-administered municipalities of the China, People's Republic of China (PRC). The city is located on the ...
. The company acquired Huizhou Brewery in
Guangdong Guangdong (, ), alternatively romanized as Canton or Kwangtung, is a coastal province in South China on the north shore of the South China Sea. The capital of the province is Guangzhou. With a population of 126.01 million (as of 2020 ...
Province in 1995, which started to supply both the mainland Chinese and
Hong Kong Hong Kong ( (US) or (UK); , ), officially the Hong Kong Special Administrative Region of the People's Republic of China (abbr. Hong Kong SAR or HKSAR), is a List of cities in China, city and Special administrative regions of China, special ...
market. Carlsberg invested around US$30 million in its Shanghai brewery, and started production in 1998. In 2000, Carlsberg sold a majority stake in its Shanghai brewery to Tsingtao Brewery. Carlsberg formerly had a brewery in Tai Po, Hong Kong, which was established in 1981, but shut it down in 1999 due to high costs. In 2003, Carlsberg acquired the Kunming Brewery and the Dali Brewery in
Yunnan Yunnan , () is a landlocked province in the southwest of the People's Republic of China. The province spans approximately and has a population of 48.3 million (as of 2018). The capital of the province is Kunming. The province borders the ...
province. At the time, the Dali Brewery was the largest beer brewery in Yunnan. In 2004, Carlsberg became a major shareholder in Lhasa Brewery in the
Tibet Autonomous Region The Tibet Autonomous Region or Xizang Autonomous Region, often shortened to Tibet or Xizang, is a province-level autonomous region of the People's Republic of China in Southwest China. It was overlayed on the traditional Tibetan regions ...
. At 3,700 metres above sea level, Lhasa Brewery is believed to be the highest altitude brewery in the Carlsberg Group. In 2008, Carlsberg sold its remaining interest in the Shanghai brewery to Tsingtao Brewery. In August 2011, Carlsberg announced a new joint venture with Chongqing Brewery and Chongqing Light Textile Holding. Chongqing Light Textile Holding is a major shareholder of Chongqing Brewery. The joint venture, to be called Chongqing Xinghui Investment Co., Ltd, would operate twelve breweries in China in
Chongqing Chongqing ( or ; ; Sichuanese pronunciation: , Standard Mandarin pronunciation: ), alternately romanized as Chungking (), is a municipality in Southwest China. The official abbreviation of the city, "" (), was approved by the State Co ...
,
Sichuan Sichuan (; zh, c=, labels=no, ; zh, p=Sìchuān; alternatively romanized as Szechuan or Szechwan; formerly also referred to as "West China" or "Western China" by Protestant missions) is a province in Southwest China occupying most of t ...
,
Guangxi Guangxi (; ; alternately romanized as Kwanghsi; ; za, Gvangjsih, italics=yes), officially the Guangxi Zhuang Autonomous Region (GZAR), is an autonomous region of the People's Republic of China, located in South China and bordering Vietnam ...
,
Guizhou Guizhou (; Postal romanization, formerly Kweichow) is a landlocked Provinces of China, province in the Southwest China, southwest region of the China, People's Republic of China. Its capital and largest city is Guiyang, in the center of the pr ...
and
Hunan Hunan (, ; ) is a landlocked province of the People's Republic of China, part of the South Central China region. Located in the middle reaches of the Yangtze watershed, it borders the province-level divisions of Hubei to the north, Jiangx ...
. Chongqing Brewery would contribute five breweries and Chongqing Light Textile Holding would contribute seven breweries to the joint venture. Carlsberg would inject 160 million Danish crowns (about US$30.90 million) and have a 30% interest in the venture. Carlsberg also owns Wusu Beer Group in Urumqi,
Xinjiang Xinjiang, SASM/GNC: ''Xinjang''; zh, c=, p=Xīnjiāng; formerly romanized as Sinkiang (, ), officially the Xinjiang Uygur Autonomous Region (XUAR), is an autonomous region of the People's Republic of China (PRC), located in the northwes ...
in Northwest China.


South Asia

Carlsberg India Pvt. Ltd. headquartered in Gurgaon, India is a foreign direct investment company formed to brew and market Carlsberg beer in India. The company has also brought the Tuborg and Palone brands to India. Palone is sold as a 'strong' beer with 7.5% alcohol by volume. Strong beers dominate the Indian market, estimated in 2008 to total approximately 17 million hectolitres with over a 72% share. Carlsberg is available in most states of India, with five operational breweries in: Alwar (Rajasthan), Aurangabad (Maharashtra) both of which started in the summer of 2008, the former Hacke-Beck brewery in Paonta Sahib (Himachal Pradesh) where brewing commenced in July 2007, Kolkata (West Bengal) opened in September 2009, Patna Brewery (Patna) opened for brewing in 2014, Dharuhera Brewery opened on 7 May 2013, and Hyderabad (Telangana) opened in December 2010. Carlsberg India Pvt. Ltd. currently employs over 700 people and is headed by Michael Norgaard Jensen, Managing Director.


Southeast Asia

Carlsberg Brewery Malaysia Berhad (Carlsberg Malaysia) was incorporated in December 1969 and began brewing Carlsberg Green Label locally in 1972. It is located in
Shah Alam Shah Alam () is a city and the state capital of Selangor, Malaysia and situated within the Petaling District and a small portion of the neighbouring Klang District. Shah Alam replaced Kuala Lumpur as the capital city of the state of Selango ...
,
Selangor Selangor (; ), also known by its Arabic honorific Darul Ehsan, or "Abode of Sincerity", is one of the 13 Malaysian states. It is on the west coast of Peninsular Malaysia and is bordered by Perak to the north, Pahang to the east, Negeri Sem ...
. Since then, the brand has become one of the leading beer brands with more than a 50% share of the Malaysian market. It manufactures and distributes beer, stout, and other beverages mainly in the domestic market and has investments in Sri Lanka, Singapore and in a Malaysian alcoholic beverage company. Brands under Carlsberg Malaysia include Carlsberg Green Label, Carlsberg Smooth Draught, Carlsberg Special Brew, Kronenbourg 1664 Blanc, Asahi Super Dry, Somersby Apple Cider, SKOL beer, Danish Royal Stout, Corona Extra, Jolly Shandy Lemon and as well as non-alcoholic Nutrimalt drink. In addition, Carlsberg Malaysia through its subsidiaries has a wide range of imported international beer brands including Hoegaarden, Stella Artois, Budweiser, Grimbergen, and Beck’s. However, CBMB sold off its subsidiaries and focus to grow the Carlsberg Group brand. In the Philippines, Carlsberg beverages have been produced by Asia Brewery since 1982 in Cabuyao, Laguna (province), Laguna. A television ad for Carlsberg beer in 1987 was criticized by the Movement Against Deceptive Advertising (MADA) for depicting the product as imported original Carlsberg beer from Denmark. In Indonesia, Carlsberg is produced and distributed under a licensing agreement with Delta Djakarta, producer of Anker and San Miguel. San Miguel Brewery co-owned Delta Djakarta through 58.33% stock. In January 2013, Carlsberg announced the formation of a joint venture with the Myanmar Golden Star (MGS) group to establish a beer production facility in the Bago Industrial Zone, about an hour's drive from Yangon, Myanmar. Carlsberg will hold a majority 51 per cent stake in the venture and will provide seed capital in the range of $35 million to $50 million, with construction slated to commence in February. Singha beer began being produced by Carlsberg's Russian plant for distribution in European markets in March 2013. Other Southeast Asian brands include Halida Beer (Vietnam).


West Asia

In Israel, the Israel Beer Breweries in Ashkelon produces Carlsberg and Tuborg Brewery, Tuborg. Carlsberg and Tuborg were launched on the Israeli market in 1992. Initially they were imported from Copenhagen, but in 1995 local production began at a greenfield brewery. The brewery is situated above a large underground aquifer


Beers


Carlsberg

Carlsberg is the flagship beer brand in Carlsberg Group's portfolio of 155 brands. It is a 5% abv pilsner beer (3.8% in the UK and branded as Carlsberg Danish Pilsner) with a global distribution to 140 markets. It is also known as Carlsberg Lager, Carlsberg Beer and Carlsberg Pilsner. It was first brewed in 1904, and was created by Carl Jacobsen, son of Carlsberg's founder JC Jacobsen. The introduction of the Carlsberg pilsner also saw the reintroduction of the Art Nouveau-style logo that has been used nearly unmodified since 1904, and later became the logo of the entire company. It was designed by Thorvald Bindesbøll. In Denmark the beer is often known as ''Hof'' (Noble court, court) due to its Royal warrant of appointment, Royal Warrant. This nickname was adopted into the brand in 1931 but discontinued in Denmark in 1991. The term is still used in other markets such as the UK and Sweden.


Special Brew

Special Brew is a strong lager brewed only in Denmark, Sri Lanka and the United Kingdom. It was initially brewed by Carlsberg to commemorate a visit to Denmark by Winston Churchill in 1950. The flavour incorporates "cognac flavours among its tasting notes" as Churchill was partial to brandy. In May 1951 two crates were delivered to Churchill's London home. In a thank-you letter Churchill called the drink "Commemoration Lager". In Denmark the drink was called  ("Easter Brew"), but the Easter Brew has since been replaced by a weaker beer (). For the British market Carlsberg called the drink Special Brew, and production was started in Northampton in the 1950s. At 7.5% alcohol (previously 9%, then 8% for a short time), Special Brew is part of a group of strong lagers that are termed "super-strength" in the UK and malt liquor in the USA. This beer is often associated with street alcoholics. A single can (440mL) of Special Brew contains 3.5 Unit of alcohol, units of alcohol (previously 4.5 units) whilst the maximum recommended daily intake for a man is two units. In January 2015, it was reported that Carlsberg would reduce the units per can to less than four, in line with a UK government pledge that no single can should contain more than four units. The change, a reduction either in the size of the can from 500mL to 440mL, or the alcoholic strength of the beer, was considered for implementation in 2015. Both changes were made; the cans have since been reduced to 440 mL, and the ABV reduced from 9% to 8%, then another drop to 7.5%.


Elephant beer

In 1901, at brewer Carl Jacobsen's initiative, the Architect Professor J. L. Dahlerup created a tower resting on four elephants carved in granite from the Danish island of Bornholm. Jacobsen's inspiration was the obelisk supporting an elephant on the Piazza della Minerva in Rome. The four elephants each bear the initial of one of Carl Jacobsen's children: Theodora, Paula, Helge and Vagn. This became known as The Elephant Gate and is a landmark entrance to the brewery. To the west of the gate, Carl Jacobsen's motto was inscribed: Laboremus pro Patria (Let us work for our country). Since then, the Elephant has been a famous part of the Carlsberg family, especially after the strong Elephant Beer was created in 1955 under the name Export Lager Beer featuring the Elephant label. The Elephant is still brewed in Carlsberg Breweries in Copenhagen and exported around the world. A few markets brew their own Carlsberg Elephant beer locally according to the original recipe.


Other brands in Carlsberg Group's portfolio

* Tuborg by Carlsberg (
Denmark ) , song = ( en, "King Christian stood by the lofty mast") , song_type = National and royal anthem , image_map = EU-Denmark.svg , map_caption = , subdivision_type = Sovereign state , subdivision_name = Kingdom of Denmark , establish ...
, International) *
Somersby cider Somersby cider is a brand of 4.5% abv cider by Danish brewing company Carlsberg Group. Developed in 2008, it was originally developed for the Danish market, but today has been launched in more than 46 markets, including all of Europe, Israel, Nep ...
s by Carlsberg (
Denmark ) , song = ( en, "King Christian stood by the lofty mast") , song_type = National and royal anthem , image_map = EU-Denmark.svg , map_caption = , subdivision_type = Sovereign state , subdivision_name = Kingdom of Denmark , establish ...
, International) *
Kronenbourg Kronenbourg Brewery (french: Brasseries Kronenbourg, German: ''Kronenbourg Brauerei'', ) is a brewery founded in 1664 by Geronimus Hatt in the Free Imperial City of Straßburg, Holy Roman Empire (today Strasbourg, France). The name comes from ...
/ 1664 (France, International) * Grimbergen (Belgium, International) * Holsten Brewery, Holsten (Germany, International) * Tetley's Bitter, Tetley's (United Kingdom, International) *
Baltika Baltika Brewery (russian: link=no, Пивоваренная компания "Балтика") is the second largest brewing company in Europe and the leader of the Russian beer market with over 38% market share. It is headquartered in St. Pet ...
(Russia) * Farris (mineral water), Farris (Norway) * Falcon Brewery, Falcon (Sweden) *
Feldschlösschen Feldschlösschen () is a Swiss beverage and brewing company located in Rheinfelden, in the German-speaking canton of Aargau, Switzerland. Founded in 1876, the company operates the biggest brewery in Switzerland by production, the Feldschlö ...
(Switzerland) * Solo (Norwegian soft drink), Solo (Norway) * Jacobsen by Carlsberg (
Denmark ) , song = ( en, "King Christian stood by the lofty mast") , song_type = National and royal anthem , image_map = EU-Denmark.svg , map_caption = , subdivision_type = Sovereign state , subdivision_name = Kingdom of Denmark , establish ...
) * Lav pivo, Lav (Serbia) * Lao Brewery Company, Beerlao (Laos) * E. C. Dahls Brewery, E.C. Dahls (Norway) * Lvivske (
Ukraine Ukraine ( uk, Україна, Ukraïna, ) is a country in Eastern Europe. It is the second-largest European country after Russia, which it borders to the east and northeast. Ukraine covers approximately . Prior to the ongoing Russian inva ...
) * Mythos Brewery, Mythos (
Greece Greece,, or , romanized: ', officially the Hellenic Republic, is a country in Southeast Europe. It is situated on the southern tip of the Balkans, and is located at the crossroads of Europe, Asia, and Africa. Greece shares land borders wi ...
) * Pripps, Pripps Blå (Sweden) * Ringnes Bryggeri, Ringnes (Norway) * Semper Ardens by Carlsberg (
Denmark ) , song = ( en, "King Christian stood by the lofty mast") , song_type = National and royal anthem , image_map = EU-Denmark.svg , map_caption = , subdivision_type = Sovereign state , subdivision_name = Kingdom of Denmark , establish ...
) * Slavutych Brewery, Slavutych (
Ukraine Ukraine ( uk, Україна, Ukraïna, ) is a country in Eastern Europe. It is the second-largest European country after Russia, which it borders to the east and northeast. Ukraine covers approximately . Prior to the ongoing Russian inva ...
) * Švyturys (Lithuania) * Skands Brewery, (Bryggeriet Skands, Skands, Brøndby), micro brewery by Carlsberg (
Denmark ) , song = ( en, "King Christian stood by the lofty mast") , song_type = National and royal anthem , image_map = EU-Denmark.svg , map_caption = , subdivision_type = Sovereign state , subdivision_name = Kingdom of Denmark , establish ...
) * Jacobsen (beer), The house brewery Jacobsen by Carlsberg, (
Denmark ) , song = ( en, "King Christian stood by the lofty mast") , song_type = National and royal anthem , image_map = EU-Denmark.svg , map_caption = , subdivision_type = Sovereign state , subdivision_name = Kingdom of Denmark , establish ...
) * Neptun Brewery, Saltum and Neptun, (Saltum Rørkær/ Saltum & Neptun Bryggerier A/S, Saltum/ P. Holm Esbjerg, Rørkjær, Saltum-Houlbjerg) by Carlsberg (
Denmark ) , song = ( en, "King Christian stood by the lofty mast") , song_type = National and royal anthem , image_map = EU-Denmark.svg , map_caption = , subdivision_type = Sovereign state , subdivision_name = Kingdom of Denmark , establish ...
) * (Kongens Bryghus) Christian IV Bryghus, Kings Brewery by Carlsberg (
Denmark ) , song = ( en, "King Christian stood by the lofty mast") , song_type = National and royal anthem , image_map = EU-Denmark.svg , map_caption = , subdivision_type = Sovereign state , subdivision_name = Kingdom of Denmark , establish ...
) * Carlsberg Brand Store by Carlsberg (
Denmark ) , song = ( en, "King Christian stood by the lofty mast") , song_type = National and royal anthem , image_map = EU-Denmark.svg , map_caption = , subdivision_type = Sovereign state , subdivision_name = Kingdom of Denmark , establish ...
) * Crafted By (Carlsberg) by Carlsberg (
Denmark ) , song = ( en, "King Christian stood by the lofty mast") , song_type = National and royal anthem , image_map = EU-Denmark.svg , map_caption = , subdivision_type = Sovereign state , subdivision_name = Kingdom of Denmark , establish ...
) * Coolship Brewing Company by Carlsberg (
Denmark ) , song = ( en, "King Christian stood by the lofty mast") , song_type = National and royal anthem , image_map = EU-Denmark.svg , map_caption = , subdivision_type = Sovereign state , subdivision_name = Kingdom of Denmark , establish ...
) * Wiibroe Brewery by Carlsberg (
Denmark ) , song = ( en, "King Christian stood by the lofty mast") , song_type = National and royal anthem , image_map = EU-Denmark.svg , map_caption = , subdivision_type = Sovereign state , subdivision_name = Kingdom of Denmark , establish ...
) * C. Wiibroe's Craft Brewery by Carlsberg (
Denmark ) , song = ( en, "King Christian stood by the lofty mast") , song_type = National and royal anthem , image_map = EU-Denmark.svg , map_caption = , subdivision_type = Sovereign state , subdivision_name = Kingdom of Denmark , establish ...
) * Star Brewery, (Bryggeriet Stjernen, Bryggeriet Stjernens Studiefond), by Carlsberg (
Denmark ) , song = ( en, "King Christian stood by the lofty mast") , song_type = National and royal anthem , image_map = EU-Denmark.svg , map_caption = , subdivision_type = Sovereign state , subdivision_name = Kingdom of Denmark , establish ...
) * House of Beer, House of Beer A/S by Carlsberg (
Denmark ) , song = ( en, "King Christian stood by the lofty mast") , song_type = National and royal anthem , image_map = EU-Denmark.svg , map_caption = , subdivision_type = Sovereign state , subdivision_name = Kingdom of Denmark , establish ...
) * Coca-Cola licenses from USA with Carlsberg Denmark. In total, Carlsberg Group brews more than 500 different beers.


Visitors centre

The Carlsberg Visitors Centre is located at 11 Gamle Carlsberg Vej, 2500 Valby,
Denmark ) , song = ( en, "King Christian stood by the lofty mast") , song_type = National and royal anthem , image_map = EU-Denmark.svg , map_caption = , subdivision_type = Sovereign state , subdivision_name = Kingdom of Denmark , establish ...
at the location of the first Carlsberg Brewery. In the courtyard is a smaller replica of the The Little Mermaid (statue), Little Mermaid Statue that Carl Jacobsen donated to
Copenhagen Copenhagen ( or .; da, København ) is the capital and most populous city of Denmark, with a proper population of around 815.000 in the last quarter of 2022; and some 1.370,000 in the urban area; and the wider Copenhagen metropolitan a ...
. Also located in connection with the Carlsberg visitors Centre is the Jacobsen House Brewery, a micro brewery creating the Jacobsen speciality range of hand-crafted beers. The entry ticket includes a free drink at the bar. Visit Carlsberg is located a five-minute walk from the Carlsberg train station.


Advertising

Carlsberg's tagline "Probably the best lager in the world" was created in 1973 by Tony Bodinetz at KMP for the UK market. It began to appear in company corporate ads around the world from the 1980s onwards until it was replaced in 2011 in most regions by new tagline "That calls for a Carlsberg". The voice over for the original ad in 1983 was voiced by actor Orson Welles, his voice has been used repeatedly over the years. Welles was not expensive and he liked the advertisements, so he kept his fees to a minimum. In some countries the tagline has been adapted to "Probably the best beer in the world". Carlsberg was featured in the film ''Ice Cold in Alex'' (not, however, in the book on which the film was based) as the lager the main cast get to drink after driving across the desert. Lines from the film gave rise to one of Carlsberg's best known advertising slogans in the UK: "worth waiting for". Carlsberg has been criticised for breaking their own code of conduct for alcohol advertisement in Malawi. In 2011, "That calls for a Carlsberg" was introduced as the new Carlsberg tagline and has appeared in various television adverts since. The new-look marketing campaign was rolled out across 140 markets and included a new 30-second TV ad called 'Spaceman'. The company wants to boost sales in Asia and the Far East, but there were fears that 'probably' was too subtle as a tagline.


Sponsorships

Sponsorships from Carlsberg comes in two forms, sharply separated: either from the Carlsberg Brewery as part of their commercial campaigns, or as significant contributions to arts and sciences via the
Carlsberg Foundation Carlsberg Foundation ( da, Carlsbergfondet) was founded by J. C. Jacobsen in 1876, by allocating some of his shares in the Carlsberg Brewery to fund and operate the Carlsberg Laboratory and the Museum of National History at Frederiksborg Palace. ...
(who owns the brewery). Carlsberg Brewery was one of the major sponsors of Euro 2008, UEFA Euro 2012 sponsorship, Euro 2012 and also UEFA Euro 2016 (where their adboards were changed to read their abridged tagline, "Probably", due to Loi Evin, France's laws against alcohol advertising). Carlsberg was one of the major sponsor (commercial), sponsors of the 2004 European Football Championship and use the promotional slogan "probably the best lager in the world"; they were also a sponsor of the 1990 FIFA World Cup. Carlsberg are best known in the UK as the main and shirt sponsors of Liverpool F.C. having sponsored the club from 1992 continuing through to 2016. With Liverpool being the only UK city exhibiting at the World Expo in Shanghai – its twin city, the Carlsberg logo on the Liverpool F.C jersey was written in Chinese for the league match against Chelsea F.C on 2 May 2010. Carlsberg also sponsor F.C. Copenhagen, Havant and Waterlooville, Odense Boldklub, PFC Pirin Blagoevgrad, Pirin Blagoevgrad and are also the secondary sponsor (after Eircom) of the Republic of Ireland national football team and Tottenham Hotspur F.C. Carlsberg also sponsors other sport events, such as golf and skiing. On 13 July 2011 Carlsberg signed a sponsorship contract with Hajduk Split and contributed 40,000 Euros to the team to help avert a financial crisis in 2013. As of August 2011 Carlsberg also became Arsenal F.C's official beer sponsor for three years. Carlsberg has also sponsored the Hong Kong Rugby Sevens in 2015. Carlsberg was also the sponsor of the Indian Premier League (IPL) franchise Kings XI Punjab in season 4 of the league, with its logo appearing on the caps and helmets of the team. Goalkeeper Peter Schmeichel became the first ever worldwide ambassador for Carlsberg. He was announced as the face of Carlsberg's UEFA Euro 2016 sponsorship campaign. Niels Bohr Institute, The Institute of Theoretical Physics (also known as the "Niels Bohr Institute") in
Copenhagen Copenhagen ( or .; da, København ) is the capital and most populous city of Denmark, with a proper population of around 815.000 in the last quarter of 2022; and some 1.370,000 in the urban area; and the wider Copenhagen metropolitan a ...
, which was one of the leading international centers for theoretical physics during the 1920s and 1930s and is said to be the birthplace of quantum mechanics, was created in 1921 with significant funding from the
Carlsberg Foundation Carlsberg Foundation ( da, Carlsbergfondet) was founded by J. C. Jacobsen in 1876, by allocating some of his shares in the Carlsberg Brewery to fund and operate the Carlsberg Laboratory and the Museum of National History at Frederiksborg Palace. ...
. Other projects funded by the Carlsberg Foundation include: Dating the Greenland Ice Core, Uncovering the Iron-Age in Northern Europe, Discovering the Secrets of Molecular Diversity, and Creating Dictionaries on the Web.


River pollution

A factory in Nepal owned by Carlsberg has been shown to severely pollute a nearby river. Initially Carlsberg denied the pollution, but has since admitted the wrongdoing.


See also

* Beer in Denmark


Notes


References


External links

*
Carlsberg Beer website
{{Authority control Carlsberg Group, Breweries in Denmark Companies listed on Nasdaq Copenhagen Danish brands Danish companies established in 1847 Food and drink companies established in 1847 Food and drink companies based in Copenhagen Food and drink companies of Denmark Multinational breweries Multinational companies headquartered in Denmark Purveyors to the Court of Denmark Companies based in Copenhagen Municipality tk:Carlsberg Group