President and chief executive officer Flemming Lindeløv officially opened Carlsberg's new Visitors Centre today.
The Visitor's Centre, which has been built in the original Carlsberg brewery from 1847, is expected to attract 100,000 tourists every year. The centre gives visitors the opportunity to see the fascinating story of Carlsberg's past told in a variety of displays, artefacts and videos from the company's archives.
Flemming Lindeløv said at the ceremony: "Previously, the many guests followed with their own eyes the transformation from malt to the finished product. Today, of course we have a technologically advanced system that is carried out in a closed system. That gives a great advantage for the beer's quality but disadvantages for guests - a situation the new Visitors Centre will change".
Denmark's leading art and architecture correspondent described the new centre as a "wonderful tour" and praised the architecture as being of "the highest quality".
"The route through the old brewing hall with its wonderful machines is a pure Jules Verne journey," he added.