Denmark: Danish brewing force, Carlsberg, announced on November 19 that it is building a new brewhouse in Valby, which will ensure the continued development and production of unique speciality beers aimed at beer connoisseurs. The brewery will also act as a living display window for Carlsberg's beer culture and brewing craftsmanship. Carlsberg's chief executive officer, Nils S. Andersen, today laid the foundation stone for the new brewhouse in an informal ceremony at the construction site in the heart of Carlsberg's historic building complex. Carlsberg expects to open the doors of the brew-house, which will be called "Jacobsen" – a direct reference to the firm's visionary founder J. C. Jacobsen and his son Carl Jacobsen, in June 2005.

Nils S. Andersen bricks in a tube containing one of the first bottles of Semper Ardens, J.C. Jacobsen's golden words, and a description of the project. "The best thing about a brewery – large or small – is the products it produces. Carlsberg's goal is to brew beer of the highest quality. We already do this on a grand scale at the large brewery next door, and it is our ambition to do so on a small scale here. Jacobsen will form the backdrop for some of our best craftsmanship in the art of brewing at Carlsberg," said Nils S. Andersen.

Carlsberg has received many positive responses, since the introduction of its speciality beer series "Semper Ardens" in 2000, and has noted an increasing interest in speciality beers.

The Semper Ardens beers have been part of building the market for speciality beers. An important element has been an inspiring collaboration between the nation's leading chefs and Carlsberg's master brewers to improve the beer and the way beer complements food.

Modern beer with historic roots
With the new brewhouse, the company's historic roots from 1847 will be continued in a modern beer culture in which Carlsberg's speciality beers will be sold through retailers and restaurants in Denmark and abroad.

The brewhouse will have a capacity of 17,000 hectolitres a year, or about five million 33 cl bottles of beer. So, there is no danger that Jacobsen will run out, when the new beers are introduced.

"Danes have acquired a taste for excellent speciality beers, and we and our master brewers can only be very pleased about this. Now, we are giving our series of speciality beers a new home in Jacobsen," says marketing vice president for Carlsberg Denmark, Ken H. Andersen.

At the moment, he is in the process of finding the new brewmaster who, as the inspirational heart of the brewhouse, will have overall responsibility for Jacobsen's beer. He or she must have the dedication to make an impression on the brewhouse and combine fine craftsmanship with modern brewing principles.

150,000 guests annually: The Jacobsen Brewhouse, which is specially designed for smaller production series, is expected to be finished in June 2005. It is being built in one of the Old Carlsberg Brewery buildings from 1878 in Copenhagen, and the brewery will be an integrated part of the Carlsberg Visitors Centre, which is to be renovated and modernised in connection with the construction.

When the brewhouse opens its doors, Carlsberg's many guests will be able to witness the daily production of speciality beers from start to finish – a unique initiative in the international brewing world.

The Jacobsen Brewhouse will have two floors. The building's upper floor will be designed as a bar that has a clear view of the copper brew kettles and the bottling area.

Carlsberg is one of the leading brewing groups in the world, with a large portfolio of beer and soft drink brands. Its flagship brand, Carlsberg, is one of the fastest growing and most well-known beer brands in the world. Over 31,000 people work for Carlsberg at its 91 local production sites in 47 countries and its products are sold in over 150 markets. In 2003, Carlsberg sold 81 million hectolitres of beer, which breaks down to roughly 68 million bottles of beer per day.

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