Carlsberg execs toast opening of new brewhouse

Modern Brewery Age, May 30, 2005

A new Carlsberg brewhouse was opened last week in Copenhagen with a somewhat theatrical ceremony, in the spirit of Carlsberg's founder J.C. Jacobsen.

In honor of the occasion Carlsberg chose to resurrect the old brewer in the form of actor Ib Frendo, who took the 150 specially invited guests on a tour of Carlsberg's history from 1847 through to today.

Carlsberg's President Nils S. Andersen formally opened the new brewery by cracking open the first bottle of beer from the bottling plant, commenting: "In keeping with Carlsberg's traditions, this is a full and wholehearted venture. This is not some overgrown microbrewery or an exhibition center--it's a state-of-the-art brewery where our brewers' ideas can be brought to fruition with consistently high standards of quality. After all, this is Carlsberg--which means that we have an obligation to maintain the highest quality even when it comes to speciality products and experiments.

"Naturally the Jacobsen brewhouse can draw on all of our expertise at Carlsberg and on the research results from our laboratories," Andersen added, "but Jacobsen is to be its own brewery with both the freedom and a duty to create and produce the best and most exciting speciality products in the world--or at least 'probably the best,' given that these things are always a matter of taste!"

Andersen said that the Jacobsen brewhouse is an expression of Carlsberg's ambitious plans for "the development and marketing of uncompromising speciality beers produced using only the very best raw materials and brewing processes."

Andersen noted that gastronomic considerations play a major role in the development phase, as suitability for accompanying different dishes is specific to each beer. "We want to get beer-and Jacobsen in particular-back on the dining-table," says brewmaster Jens Eiken, who also set the stage for close collaboration with Denmark's many small breweries. "We want to give people new taste experiences, and we want to challenge and develop beer culture. It's about making the most of what nature has to offer."

The brewhouse's initial output will consist of the four beers in the Jacobsen range and another four in the Semper Ardens range. These beers will be available both from retailers and at selected restaurants and cafes.

The brewhouse is located in the heart of the Carlsberg Visitors Center, which attracts around 150,000 visitors every year. "This brewhouse will therefore serve as a living embodiment of Carlsberg's cultural history and offer a feast for both the eyes and the taste-buds," Andersen said.

The company said that, in conjunction with the new brewhouse, the Carlsberg visitors center has been completely modernized. The program now includes the use of sensory stimuli such as sound, lighting and aromas, "to give visitors a real day to remember."