A big birthday for Carlsberg

Carlsberg takes 170th anniversary celebrations to the streets

NEXT week marks the start of a 170 hour celebration of beer as Carlsberg takes to the streets of Copenhagen to mark its 170th anniversary.

The Danish brewer will kick off one week of celebrations on 22 August with a special Carlsberg edition of the Streets of the World photo exhibition which will be open to the public in Carlsberg’s Old Brewhouse, before hosting a range of events over the following six days including what the brewer is dubbing as “probably the best street part in the world” on Old Carlsberg Road in Copenhagen on 26 August.

To help retailers across the world get in on the celebrations, Carlsberg will be producing anniversary cans, bottles and point of sale materials as well as reaching out to consumers across digital platforms.

Carlsberg chief executive Cees ‘t Hart said: “Carlsberg Group has used the past 170 years creating not only probably the best beer in the world, but also revolutionised the entire brewing industry improving quality through science.

“For 170 hours in Copenhagen, Carlsberg Group will celebrate yesterday’s and today’s achievements as well as highlighting how we plan to brew for a better tomorrow through investments in science and contributions to society.”