Carlsberg Group

Carlsberg A/S
	File:Carlsberg logo.svg Logo used since 2011
Company type	Public (Aktieselskab)
Industry	Brewing
Founded	10 November 1847; 179 years ago in Copenhagen, Denmark
Founder	J. C. Jacobsen
Headquarters	Copenhagen, Denmark
Area served	Worldwide, predominantly Europe and Asia
Key people	(not specified)
Products	Beer and other beverages
Owner	Carlsberg Foundation (majority)
Number of employees	41,000 ((not specified))
Website	www.carlsberggroup.com

Carlsberg A/S (; ) is a global brewing company from Denmark, established in 1847 by J. C. Jacobsen and headquartered in Copenhagen, Denmark. Following Jacobsen's passing in 1887, ownership has primarily rested with the Carlsberg Foundation. The company's leading brand, Carlsberg, takes its name from Jacobsen's son, Carl Jacobsen. The firm employs roughly 41,000 individuals, predominantly across Europe and Asia.

By revenue, Carlsberg ranks as the sixth largest brewery in the world.

History

The origins of Carlsberg trace back to its founder, J. C. Jacobsen, who was both a philanthropist and an advocate for scientific progress. The inaugural batch of beer was brewed on 10 November 1847, with export activities commencing in 1868 to Edinburgh, Scotland. Early branding elements featured an elephant—used as a symbol for certain lagers—and a swastika, which was phased out during the 1930s due to its association with Nazi symbolism.

In 1882, Jacobsen’s son, Carl Christian Hilmar Jacobsen, established the Ny (New) Carlsberg brewery, leading to the original facility being renamed Gamle (Old) Carlsberg. Carl was also a passionate art collector who founded the public Ny Carlsberg Glyptotek museum in Copenhagen in 1897. The two breweries were consolidated under Carl’s leadership in 1906 and remained unified until his death in 1914.

The Carlsberg Laboratory, created in 1875, played a pivotal role in advancing brewing science through its Chemistry and Physiology departments. Emil Christian Hansen famously isolated the yeast strain Saccharomyces carlsbergensis used for pale lager production in 1883 and generously distributed it without restriction. The laboratory also contributed significantly to the development of pH measurement concepts and protein chemistry. In 1972, the Carlsberg Research Centre was founded, while the Laboratory continued operating as an independent entity.

In 1876, J.C. Jacobsen founded the Carlsberg Foundation, overseen by trustees from the Royal Danish Academy. This foundation supports scientific research in both natural sciences and humanities fields. Due to disagreements with his son, Jacobsen bequeathed his brewery to this Foundation upon his death in 1887.

Carlsberg’s first international brewing license was awarded to Photos Photiades Breweries in Cyprus in 1966; subsequently, its initial brewery outside Denmark was established in Blantyre, Malawi in 1968.

In 1970 (effective from 1969), Carlsberg merged with Tuborg Breweries to form United Breweries AS. Later acquisitions included Tetley in 1992, leading to full ownership of Carlsberg-Tetley by 1997.

The year 2008 saw Carlsberg collaborate with Heineken to acquire UK brewer Scottish & Newcastle for £7.8bn ($15.3bn), greatly enhancing their presence within the UK market.

By 2013, Carlsberg had committed to reducing harmful alcohol consumption as part of the International Alliance for Responsible Drinking alongside other major alcohol producers.

In November 2014, Carlsberg purchased Olympic Brewery—the third-largest brewery in Greece—further solidifying its position as the second-largest competitor within the Greek market.

The historic brewery site in Copenhagen was closed for renovation starting January 2020 and reopened as the Home of Carlsberg museum in December 2023.

In 2024, a High Court approved Carlsberg’s £3.3bn acquisition of UK-based beverage company Britvic. This merger will establish Carlsberg Britvic, a combined drinks enterprise producing brands such as J20, Robinsons squash, and Tango, employing approximately 4,500 staff located mainly in Hemel Hempstead.

Regional operations

The Carlsberg Group organizes its business activities into three principal regions: Northern and Western Europe, Eastern Europe, and Asia.

Europe

In 2004, Carlsberg Polska, the company’s Polish branch, gained complete ownership of the Okocim Group, which includes the Okocim Brewery. This subsidiary runs four breweries staffed by 1,250 employees and commands a 14.4% share of the Polish market, placing it third nationally. Prominent brands under its portfolio are Harnaś, Kasztelan, Okocim, Piast, Somersby, and Carlsberg itself. Since 2014, Carlsberg has also owned Žatecký Pivovar in Žatec, Czech Republic, a leading producer of Saaz hops—a distinguished hop variety.

Carlsberg’s Baltic Beverages Holding operates across the Baltic nations and Ukraine. Its assets encompass Švyturys and Utenos Alus breweries in Lithuania, Saku Brewery in Estonia, and Aldaris Brewery in Riga, Latvia—which was acquired in 2008. Established in 1865, Aldaris produces several well-known local beer brands.

Carlsberg Sweden is based in Stockholm and controls Falcon Brewery located in Falkenberg as well as the Ramlösa mineral water plant in Helsingborg. Its product range includes Carnegie Porter—a Baltic porter with 5.5% alcohol by volume—alongside Pripps and Falcon lagers. In Norway, Carlsberg’s brand lineup features Arendals, Dahls, Frydenlund, Nordlands, Ringnes, and Tou.

Additional European brands under Carlsberg’s umbrella include Birrificio Angelo Poretti (Italy), Feldschlösschen (Switzerland), Holsten (Germany), Jacobsen (Denmark), Karhu (Finland), Kronenbourg (France), Super Bock (Portugal), and Tetley's (United Kingdom).

In October 2020, the UK Competition and Markets Authority authorized the merger between Carlsberg UK and Marston's brewing division to create Carlsberg Marston's Brewing Company headquartered in Wolverhampton; Carlsberg retained a 60% ownership stake. In 2024, Marston's divested its remaining 40% stake to Carlsberg for £206 million to concentrate on its pub business. After acquiring Britvic in 2025, the entity was rebranded as Carlsberg Britvic, consolidating Carlsberg UK, the former Marston’s brewing operations, and Britvic into a single organization.

Russia and CIS

Carlsberg holds a significant presence in brewing markets across Azerbaijan, Kazakhstan, and Uzbekistan through subsidiaries managed by Baltic Beverages Holding—a venture originally formed with Scottish & Newcastle in Russia. The group maintained majority ownership of Baltika Breweries, recognized as the largest brewery within Russia and Eastern Europe. In early 2023, Carlsberg announced plans to withdraw from the Russian market by selling its operations before the end of spring. By late June that year, the transaction was completed pending approval from Russian regulators. Nevertheless, in July 2023, the Russian authorities confiscated Baltika Breweries’ shares and transferred control to the Federal Agency for State Property Management.

In Uzbekistan, Carlsberg encountered tax-related conflicts involving allegations of $4.6 million owed due to undeclared revenue and unlawful production of approximately 1.6 million litres between 2008 and 2010. This dispute resulted in production halts beginning March 2012 and unpaid leave for staff members. Although Carlsberg’s tax appeal was unsuccessful later that year, brewing activities recommenced in April 2013. The Uzbek facility produces around 1.3 million litres annually under local labels such as Sarbast Original, Sarbast Extra, Sarbast Special as well as the international Tuborg Green brand.

Within Azerbaijan, Carlsberg manufactures the Khirdalan beer brand.

North America

In the United States, Carlsberg's portfolio is distributed by St. Killian Import Co., located in Everett, Massachusetts, with products imported directly from Denmark. The range of imported beers includes Carlsberg Pilsner, Carlsberg Beer, Carlsberg Elephant, Kronenbourg 1664, Grimbergen, Tetley's English Ale, and Okocim.

Carlsberg's brewing presence in Canada began in 1972 through Canadian Breweries/Carling O'Keefe. Following the merger of Carling O'Keefe with Molsons, Carlsberg established its own brewery operations. In December 2022, the company expanded by acquiring Waterloo Brewing Company based in Ontario.

East Asia

Carlsberg started exporting to China as early as 1876. By the late 1990s, it operated two breweries within the country: one in Huizhou and another in Shanghai. The Huizhou facility, purchased in 1995, catered to both mainland China and Hong Kong markets. An investment of approximately US$30 million was made into the Shanghai brewery, which began production in 1998; however, Carlsberg sold a controlling interest to Tsingtao Brewery in 2000 and completely withdrew from this venture by 2008.

The company maintained a brewery in Hong Kong from 1981 until its closure in 1999 due to elevated operational expenses.

In 2003, Carlsberg acquired breweries located in Kunming and Dali within Yunnan province, with Dali being the largest brewery there. The following year, it became a significant shareholder of Lhasa Brewery in Tibet, notable for being the group's highest-altitude facility at 3,700 meters above sea level.

August 2011 marked Carlsberg’s entry into a joint venture with Chongqing Brewery and Chongqing Light Textile Holding through Chongqing Xinghui Investment Co., Ltd., managing twelve breweries across Chongqing, Sichuan, Guangxi, Guizhou, and Hunan provinces. For a 30% ownership stake, Carlsberg invested roughly US$30.9 million.

Additionally, Carlsberg owns Wusu Beer Group based in Urumqi, Xinjiang.

South Asia

Carlsberg India Pvt. Ltd., headquartered in Gurgaon, operates as a foreign direct investment entity tasked with brewing and marketing Carlsberg beer throughout India. Its portfolio also includes Tuborg and Palone—the latter marketed as a 'strong' beer containing 7.5% alcohol by volume. Strong beers dominate India's market segment, which was estimated at around 17 million hectolitres in 2008 with a market share exceeding 72%. The company runs five breweries across various states: Alwar (Rajasthan) and Aurangabad (Maharashtra) since 2008; Paonta Sahib (Himachal Pradesh) since 2007; Kolkata (West Bengal) since 2009; Patna since 2014; Dharuhera since 2013; and Hyderabad (Telangana) since 2010. Employing over 700 personnel, the company is led by Managing Director Michael Norgaard Jensen.

Southeast Asia

Carlsberg Brewery Malaysia Berhad (Carlsberg Malaysia), incorporated in 1969 and brewing locally since 1972 at Shah Alam in Selangor, controls more than half of Malaysia’s beer market share. The company manufactures and distributes beer, stout, and other beverages domestically while investing in alcohol beverage companies across Sri Lanka and Singapore as well as within Malaysia itself. Its product lineup features Carlsberg Danish Pilsner, Smooth Draught, Special Brew, Kronenbourg 1664 Blanc, Sapporo Premium Beer, Somersby Ciders, SKOL beer, Danish Royal Stout, and the non-alcoholic Nutrimalt. Through subsidiaries, it imports international brands such as Hoegaarden, Stella Artois, Budweiser, Grimbergen, and Beck's but has shifted focus towards strengthening the Carlsberg Group brand. On 13 November 2024, Managing Director Stefano Clini revealed plans for a RM343 million investment aimed at expanding brewing capacity and promoting sustainability initiatives.

In the Philippines, production of Carlsberg beverages has been handled by Asia Brewery since 1982 at its facility in Cabuyao, Laguna. In Indonesia, Delta Djakarta brews Carlsberg under license; this company is partially owned by San Miguel Brewery.

In January 2013, Carlsberg partnered with Myanmar Golden Star (MGS) to establish a beer manufacturing plant near Yangon; Carlsberg holds a majority stake of 51%, with initial funding estimated between $35 million and $50 million.

Since March 2013, Carlsberg’s facility in Russia has been producing Singha beer intended for distribution across European markets.

Other notable Southeast Asian brands include Halida Beer from Vietnam.

West Asia

In Israel, the Israel Beer Breweries located in Ashkelon is responsible for producing both Carlsberg and Tuborg beers. These brands entered the Israeli market in 1992, initially arriving as imports from Copenhagen. Local brewing operations commenced in 1995 at a newly established facility situated above a significant underground aquifer.

Carlsberg

Carlsberg stands as the premier label within the Carlsberg Group's extensive collection of 155 brands. This 5% ABV pilsner beer is distributed worldwide across 140 countries. In the United Kingdom, its alcohol content was reduced from 3.8% to 3.4% ABV following tax legislation changes, and it is currently marketed as Carlsberg Danish Pilsner. The beer was originally brewed in 1904 by Carl Jacobsen, son of the founder J. C. Jacobsen. It is also referred to as Carlsberg Lager, Carlsberg Beer, and Carlsberg Pilsner.

The reintroduction of Carlsberg pilsner brought back the Art Nouveau-inspired logo designed by Thorvald Bindesbøll, which has remained largely unchanged since 1904 and now serves as the company's emblem.

Within Denmark, the beer earned the nickname Hof (court) due to its Royal Warrant. This branding was in use from 1931 until it was discontinued domestically in 1991 but continues to be utilized in markets such as the UK and Sweden.

Special Brew

Special Brew is a potent lager produced in Denmark, Sri Lanka, and the United Kingdom. It was initially developed by Carlsberg in 1950 to commemorate Winston Churchill’s visit to Denmark and features flavor notes reminiscent of cognac, reflecting Churchill’s fondness for brandy. In 1951, Churchill was presented with two cases at his London residence and referred to it as "Commemoration Lager." In Denmark, it was originally called ("Easter Brew") before being replaced by a milder variant, . For the British market, production began in Northampton during the mid-1970s under the name Special Brew.

With an ABV of 7.5% (previously at 9%, briefly lowered to 8%), Special Brew is classified as a "super-strength" lager in the UK and considered malt liquor in the US. It is frequently associated with street-level alcohol consumption. A 440mL can contains 3.5 units of alcohol, while UK health guidelines advise men not to exceed two units daily. To comply with government restrictions capping cans at four units maximum, Carlsberg reduced the can size from 500mL to 440mL and lowered the ABV from 9% to 7.5% by 2015.

Elephant beer

In 1901, brewer Carl Jacobsen commissioned architect J. L. Dahlerup to design a tower supported by four granite elephants sourced from Bornholm. Drawing inspiration from Rome’s Piazza della Minerva obelisk, each elephant bears an initial representing one of Jacobsen's children: Theodora, Paula, Helge, and Vagn. This structure, known as The Elephant Gate, serves as a distinctive entrance to the brewery.

Jacobsen's motto, Laboremus pro Patria (Let us work for our country), is engraved near this gateway. The Elephant gained iconic status following the introduction of Elephant Beer in 1955 as an Export Lager Beer featuring an elephant label. It continues to be brewed in Copenhagen and exported internationally, with some regions producing it locally according to the original recipe.

Other brands in Carlsberg Group's portfolio

E.C. Dahls (Norway)
Farris (Norway)
Falcon (Sweden)
Feldschlösschen (Switzerland)
Grimbergen (Belgium, International)
Holsten (Germany, International)
Jacobsen by Carlsberg (Denmark)
Kronenbourg / 1664 (France, International)
Lao Brewery Company (Laos)
Lav (Serbia)
Lvivske (Ukraine)
Mythos Brewery (Greece)
Pripps Blå (Sweden)
Ringnes Bryggeri (Norway)
Slavutych Brewery (Ukraine)
Solo (Norway)
Somersby ciders by Carlsberg (Denmark, International)
Super Bock (Portugal)
Švyturys (Lithuania)
Tetley's Bitter (UK, International)
Tuborg by Carlsberg (Denmark, International)
Neptun Brewery and Saltum & Neptun Bryggerier A/S (Denmark)
Kongens Bryghus / Kings Brewery by Carlsberg (Denmark)
Caleidoskope Brewing Company by Carlsberg (Denmark)
Carlsberg Brand Store by Carlsberg (Denmark)
Chaise Rouge Brewery by Carlsberg (Denmark)
Crafted By Carlsberg (Denmark)
Coolship Brewing Company Viking Museum Ladby by Carlsberg (Denmark)
Skands Brewery / Skands Microbrewery by Carlsberg (Denmark)
Semper Ardens by Carlsberg (Denmark)
Wiibroe Brewery and associated microbreweries by Carlsberg (Denmark)
Star Brewery by Carlsberg (Denmark)
House of Beer A/S by Carlsberg (Denmark)
Houlbjerg Bryggeri by Carlsberg (Denmark)
Jacobsen / Husbryggeriet Jacobsen by Carlsberg (Denmark)
Nordlands (Norway)
Licenses for Coca-Cola and Monster Energy drinks held with Carlsberg Denmark
Tuborg squash soda varieties
Carlsberg sport soda

Carlsberg Group produces in excess of 500 distinct beer varieties across the globe.

Visitors centre

Situated at 11 Gamle Carlsberg Vej, 2500 Valby, Denmark, the Carlsberg Visitors Centre occupies the grounds of the original Carlsberg Brewery. Within its courtyard stands a smaller-scale replica of the Little Mermaid Statue, gifted to Copenhagen by founder Carl Jacobsen. Nearby lies the Jacobsen House Brewery, a microbrewery dedicated to crafting the Jacobsen range of specialty beers. Visitors receive a complimentary beverage upon entry, and the centre is conveniently located just a five-minute walk from Carlsberg train station.

Advertising

The famous tagline "Probably the best lager in the world" was developed in 1973 by Tony Bodinetz at KMP specifically for the UK audience. This slogan featured prominently in global advertising campaigns from the 1980s until it was largely replaced in 2011 by "That calls for a Carlsberg." The initial 1983 commercial included narration by actor Orson Welles, whose unique voice became a recurring element due to his enthusiasm and reasonable rates. In certain markets, the slogan was modified to read "Probably the best beer in the world."

Carlsberg further enhanced its brand visibility through its inclusion in the film Ice Cold in Alex, which inspired the UK slogan "worth waiting for."

In 2011, a refreshed marketing initiative introduced "That calls for a Carlsberg," launching across 140 countries with a new television advertisement titled 'Spaceman.' This change aimed to increase market share in Asia and the Far East, addressing concerns that the word "probably" lacked sufficient impact as a tagline.

The company has encountered criticism for violating its own alcohol advertising guidelines in Malawi.

Sponsorships

Carlsberg's sponsorship activities are split between the commercial marketing efforts of Carlsberg Brewery and the philanthropic initiatives supported by the Carlsberg Foundation in arts and sciences.

The brewery has played a prominent role in sponsoring UEFA European Football Championships, including Euro 2008, Euro 2012, and Euro 2016, customizing its branding to adhere to local advertising regulations. Additionally, Carlsberg backed the 1990 FIFA World Cup, promoting itself with the tagline "probably the best lager in the world." In the United Kingdom, Carlsberg served as the primary shirt sponsor for Liverpool F.C. from 1992 until 2016, significantly boosting its global brand recognition, which included a unique logo featuring Chinese characters for an event at the Shanghai World Expo.

Beyond these, Carlsberg has sponsored various football clubs such as F.C. Copenhagen, Havant and Waterlooville, Odense Boldklub, Pirin Blagoevgrad, Tottenham Hotspur F.C., and acted as a secondary sponsor for the Republic of Ireland national team. The company also extends its support to golf and skiing competitions. Notably, in 2011, Carlsberg entered a sponsorship agreement with Hajduk Split, contributing €40,000 to assist the club during financial hardship.

In August 2011, Carlsberg was appointed as Arsenal F.C.'s official beer sponsor for a three-year term and later sponsored the Hong Kong Rugby Sevens tournament in 2015. During their UEFA Euro 2016 campaign, former goalkeeper Peter Schmeichel was featured as Carlsberg’s inaugural global ambassador.

The Carlsberg Foundation has been instrumental in funding scientific endeavors such as establishing Copenhagen's Niels Bohr Institute—famous for its pioneering work in quantum mechanics—and supporting research projects including Greenland Ice Core dating techniques, Iron-Age archaeological findings in Northern Europe, studies on molecular diversity, and the development of digital dictionaries.

China

Investigative journalism outlet Danwatch has accused Carlsberg of complicity in the Chinese government's repression of Uyghurs by operating breweries that produce Wusu Beer and organizing the Wusu Beer Festival in Xinjiang, despite official restrictions against alcohol consumption among Muslim populations.

Nepal

A factory owned by Carlsberg in Nepal was found to be a significant source of pollution affecting a nearby river. After initially denying responsibility, Carlsberg acknowledged its role in 2018 and implemented measures to mitigate the environmental impact.

Russia

Following Russia's invasion of Ukraine in March 2022, Carlsberg declared intentions to withdraw from the Russian market. However, by March 2023, no exit had occurred as the company considered options including a buyback clause. In June 2023, Carlsberg finalized an agreement to divest its Russian operations. Subsequently, in July 2023, Russian authorities seized shares of Baltika Breweries—owned by Carlsberg—placing it under state control. By late 2023, CEO Jacob Aarup-Andersen stated that Russia had effectively expropriated their business assets and that negotiations with Russian officials were off the table.

Notes

External links

Official website of Carlsberg Beer