Carlsberg

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Carlsberg A/S headquartered in Valby, Denmark is one of the largest breweries in the world, present in about 50 countries. The company's main brand is Carlsberg Beer, but it also brews Tuborg as well as local beers.

After merging with the Norwegian brewery group Orkla ASA in January 2001, Carlsberg became the 5th largest brewery group in the world, and now employs around 31,000 people.

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History

Carlsberg was founded by J. C. Jacobsen; the first brew was finished on November 10, 1847. Exportation of Carlsberg Beer began in 1868; foreign brewing was begun in 1968 with the opening of a Carlsberg brewery in Blantyre, Malawi. Some of the company's original logos include an elephant (after which some of its lagers are named) and the swastika. Use of the latter was discontinued in the 1930s because of its association with political parties in neighboring Germany. Carlsberg founder J. C. Jacobsen was a philanthropist and avid art collector. With his fortune he amassed an impressive art collection which is now housed in the Ny Carlsberg Glyptotek in central Copenhagen.

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Jacobsen set up the Carlsberg Laboratory 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 lager beer, Saccharomyces carlsbergensis, was isolated at the Laboratory and was named after it. The concept of pH was developed there as well as advances in protein chemistry. The laboratory was part of the Carlsberg Foundation until 1972 when it was renamed the Carlsberg Research Center and transferred to the brewery.

The old brewery in Copenhagen is open for tours and famous visitors have included Winston Churchill and Queen Elizabeth II.

Carlsberg acquired Tuborg breweries in 1970 and merged with Tetley in 1992.

Carlsberg has two breweries in China - Huizhou and Shanghai. It used to have one in Hong Kong, but shut it down in 1999 due to high costs. Carlsberg's Shanghai brewery started production in 1998.

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Sponsorships

Carlsberg was a major sponsor of the 2004 European Football Championship and use the promotional slogan "probably the best beer in the world". They're the main sponsors of Liverpool F.C., FC Copenhagen, OB, and are also the secondary sponsor (after Eircom) of the Republic of Ireland national football team. Carlsberg also sponsors other sport events, such as golf and skiing. Furthermore, Carlsberg is the sponsor of "probably, the best view in the world" from the Carlsberg Sky Tower in Singapore.

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Brands

Brands held by the Carlsberg brewery group:

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Special Brew

Special Brew is a 9% abv pasteurised lager in a bottle or can with a distinctive gold and red colour. It was first brewed to commemorate a visit to Denmark of Winston Churchill in 1950. 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 Beer. For the British market Carlsberg called the drink Special Brew and production was started in Northampton in the 1950s.

In the UK it is widely sold in off licences and supermarkets. It has gained a negative image as a beer mainly used to get intoxicated. Many consumers can be seen to have a strong affinity with the drink, as shown in the tribute song by Bad Manners "Special Brew".

In Denmark, where stronger beers are more common, Special Brew enjoys a more renowned image and it is a popular drink sold nationwide.

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Miscellany

Carlsberg was featured in the film Ice-Cold in Alex as the lager the main cast get to drink after driving across the desert. Lines from the film gave rise to two of Carlsberg's best known advertising slogans: "probably the best lager in the world", and "worth waiting for".

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External links

da:Carlsberg de:Carlsberg (Brauerei) fi:Carlsberg fr:Carlsberg ja:カールスバーグ nl:Carlsberg no:Carlsberg sv:Carlsberg

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