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Carlsberg Was Founded in Copenhagen in 1847 by JC Jacobsen

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Carlsberg Was Founded in Copenhagen in 1847 by JC Jacobsen Superbrands UK Annual V19 Carlsberg was founded in Copenhagen in 1847 by J.C. Jacobsen; a visionary who actively brought science into brewing. Jacobsen dedicated his life’s work to the consistent pursuit of better beer, always sharing new fi ndings freely with other brewers and the wider world. His pioneering spirit and open-minded philosophy still fuels the brand’s progress today. Market DID YOU KNOW? and Carlsberg for Creative Marketer of the Year, Carlsberg Group is one of the biggest brewers at the Campaign Big Awards. In addition, the launch in the world, operating in more than 140 markets. TV fi lm, starring Danish actor Mads Mikkelsen, One of the top fi ve beer brands in the UK’s highly 30% of Carlsberg’s was ranked in the Top 10 for Campaign competitive alcoholic drinks sector, more global profi ts are invested Magazine’s Ads of the Year. Carlsberg Expørt’s than 400m pints of Carlsberg are enjoyed new packaging, fount, and glass were named by consumers every year. With wide-ranging in the Carlsberg Foundation, best in the category by consumers. Furthermore, distribution across the UK, from national the design has won numerous awards including supermarkets and pub chains to independent bars, which funds scientifi c research Gold at the FAB awards, Silver at the Drum restaurants, and convenience stores, wherever projects worldwide. Roses awards, Silver at the Food and Beverage you are, there’s probably a Carlsberg nearby. awards, and bronze at the Penta awards. Product which meant that beer could be consistently In addition to the success of the new Carlsberg As well as the iconic Carlsberg Pilsner, the Carlsberg produced to a high quality. True to his ethos, Expørt relaunch, The København collection – portfolio also includes Carlsberg Expørt, a premium- J.C. Jacobsen shared this discovery with other a limited-edition design for Carlsberg Pilsner – strength lager, alcohol-free Carlsberg 0.0%, brewers and today, almost all modern-day has won multiple awards including the D&AD and Carlsberg Special Brew, a super-strength lager lagers are derived from the original yeast. Wooden Pencil; double Gold at the Brand that was originally brewed to mark Sir Winston Impact Awards as well as silver at the Brand Churchill’s fi rst visit to Copenhagen, in 1950. Achievements Impact and Penta Awards. In 2017, Carlsberg Pilsner was one of the top All Carlsberg brews include a specifi c strain fi ve beer brands, by volume and value, in the Recent Developments of purifi ed yeast; Saccharomyces Carlsbergensis, UK (Source: Nielsen ScanTrack, CGA OPMS). Friday, 10th November, 2017, marked the which was fi rst discovered by Prof. Emil Christian 170 anniversary of the very fi rst beer brewed Hansen, at the Carlsberg Laboratory, in 1883. Carlsberg’s latest campaign, ‘The Danish Way’, at the Carlsberg brewery in Valby, Copenhagen. This was a truly ground-breaking discovery, was shortlisted for Campaign of the Year, Today, 51% of Carlsberg is owned by the Carlsberg The Elephant Gates, at Ny Carlsberg brewery, Copenhagen Award-winning København Collection superbrands.uk.com 555944_SB18_p024-025_Carlsberg.indd5944_SB18_p024-025_Carlsberg.indd 2424 226/01/20186/01/2018 006:476:47 Carlsberg Brand History 11847847 J.C. Jacobsen founds the Carlsberg brewery in Copenhagen. 11875875 J.C. Jacobsen founds the Carlsberg Laboratory with the vision to share its knowledge. 11876876 The Carlsberg Foundation is born, as one of the world’s fi rst industrial foundations. 11883883 The Carlsberg Laboratory revolutionises the brewing industry by creating the world’s fi rst pure yeast. 11909909 Danish chemist Dr. Søren P L Sørensen, develops the pH scale at the Carlsberg Laboratory. 11913913 J.C.’s son, Carl, donates the now-iconic Little Mermaid statue to the city of Copenhagen. 11950950 Carlsberg creates Special Brew to commemorate Winston Churchill’s visit to Copenhagen. 11957957 Queen Elizabeth II visits the Carlsberg brewery in Copenhagen. 11975975 Orson Welles is the fi rst actor to read the ‘Probably the best beer in the world…’ strapline. 11994994 Global sales reach one million barrels. 22015015 Globally, 60m consumers see Carlsberg’s ‘Best poster in the world’. 22017017 Mads Mikkelsen becomes the latest actor to read ‘Probably…’ for the Danish Way. Mads Mikkelsen stars in latest campaign, The Danish Way Foundation; one of the world’s oldest industrial rich history and Danish provenance. In 2018, foundations and each year, 30% of Global profi ts Carlsberg will continue to bring a little bit are invested into the foundation, funding of Danishness to the UK, motivating consumers outstanding scientifi c research to address global to take action and adopt a ‘Probably…’ mindset challenges, producing universal benefi t. into their everyday lives. A new partnership with Live Nation’s UK festivals and venues 2017 saw Carlsberg launch a new sustainability will connect Carlsberg with a new generation initiative, Together Towards Zero, which outlined of music lovers, whilst long-standing sponsorships, four key ambitions: Zero Carbon Footprint, such as the 25-year old partnership with Zero Water Waste, Zero Irresponsible Drinking, Liverpool FC, will continue to connect Carlsberg and Zero Accident Culture. As part of this, Danish designer, Thorvald Bindesbøll, to the to sports fans across the world. Carlsberg has committed to eliminating carbon famous “Probably the best beer in the World” emissions from all breweries, achieving a 30% slogan, which is one of the most well-loved Brand Values reduction in the carbon footprint by 2030. straplines of all time. The classic “If Carlsberg Carlsberg’s relentless pursuit of better beer did…” strapline has also been adopted and is best summed up by the Latin motto, Semper In 2018, Carlsberg will continue its pursuit of better re-worked by consumers over a number of years, Ardens, or ‘Always Burning’, which is inscribed in all areas, from launching revolutionary innovations to become a fi gure of speech in its own right. above the famous Elephant Gates (pictured left) in packaging to creating exciting new brews. that greet all arrivals to the Ny Carlsberg brewery April 2017 saw the launch of The Danish Way, in Copenhagen. Promotion a £15m, integrated marketing campaign Carlsberg has always been synonymous with to breathe new life into its Carlsberg and strong advertising. From the iconic brand mark, Carlsberg Expørt brands in the UK with created over 100 years ago by legendary a progressive positioning, refl ective of its carlsberg.co.uk 555944_SB18_p024-025_Carlsberg.indd5944_SB18_p024-025_Carlsberg.indd 2525 226/01/20186/01/2018 006:476:47.
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