That calls for a Carlsberg

"That calls for a Carlsberg" is Carlsberg's tagline and brand proposition introduced in 2011. It celebrates Carlsberg's heritage and values, while connecting with today's active, adventurous generation of beer drinkers. The proposition encourages consumers 'to step up and do the right thing', rewarding themselves with a Carlsberg for their efforts.


Carlsberg beer has been produced since 1847. It was first sold in its current pilsner form in 1904. In 1868, Carlsberg began exporting to Scotland. In 1869 samples were sent to Rangoon, Singapore, Calcutta and Hong Kong.


In 1904, the Carlsberg logo was created in Art Nouveau-style and has been used nearly unmodified ever since. It was designed by Thorvald Bindesbøll, a key figure on the European Scene and Denmark's most original designer to date.