While Carlsberg is known all over the world, few are aware that J.C. Jacobsen's approach and  philosophy still guides and  inspires the world’s fourth largest brewer.

In the run-up to J.C. Jacobsen’s 200th birthday, Carlsberg will be celebrating his commitment and thirst for perfection and illustrating how he still inspires the company *to step up and do the right thing', be it in the way Carlsberg runs its business or the way in which it makes a positive contribution to society.

“Ideas ferment at Carlsberg - they bubble to the surface and inspire society, scientists, visitors and citizens, in the same way J.C.Jacobsen still inspires the company,” comments Jørgen Buhl Rasmussen, Carlsberg's CEO, as he reveals a new commemorative logo and an impressive list of events taking place during 2011 to celebrate the founder's birthday.

At the age of 24, J.C. Jacobsen established Carlsberg and, with an explorative mindset and a firm belief in science, he created and secured the foundations of what is today the fourth largest brewer in the world.

"We are organising events that will pay a fitting tribute to J.C. Jacobsen and his relentless efforts to create the perfect beer. The events have been developed so as to appeal to many people with many different interests from many walks of life" adds Jørgen Buhl Rasmussen.

Anniversary Logo

A special anniversary logo has been created for the celebrations. The logo celebrates and reflects the pioneering spirit, the beer and the unbroken 200 years long chain of inspiration from JC Jacobsen.

 

Events planned

  • To celebrate the history of the founder, Carlsberg launched in April an International  Design Competition to transform the New Brewhouse into a must-see Brand and Experience Centre, able to attract 500.000 visitors annually. .

  • 2nd May saw the opening of a brand new interactive exhibition about the founder and the Carlsberg heritage in the Carlsberg Visitor Centre.

  • On 2nd September  a special exhibition will open at Frederiksborg Castle: 'J.C. Jacobsen – the Patriarch and Explorer’ .

  • On 3rd September, Carlsberg will celebrate the 200 birthday of the founder, with a public Carlsberg Festival, taking place in the Carlsberg District.

  • During September 2011, Carlsberg Research Centre will host a Scientific Conference in Copenhagen - “From science to business to society”, a challenge that J.C. Jacobsen managed to achieve in an extraordinary way, by donating his business to the Carlsberg Foundation. Several Nobel Prize Winners are among those expecting to attend.

  • The Carlsberg Foundation is celebrating J.C. Jacobsen's birthday in numerous ways, but of particular significance wil be the donation of two special Research Prizes of DKK 1 million and the provision of unique housing facilities for international scientists in the beautiful Carlsberg villas