The Carlsberg Group is one of Denmark’s most cherished industrial icons and a powerhouse in the global brewing industry. Founded in 1847 by the visionary Danish brewer J.C. Jacobsen, Carlsberg emerged from the leafy outskirts of Copenhagen with a bold mission. This was to brew beer of the highest quality using advanced scientific methods. What started as a small brewery has grown into one of the largest and most influential beer companies in the world today.
Named after Jacobsen’s son Carl and “bjerg,” the Danish word for “hill” (referencing the site of the original brewery), the Carlsberg name has since become synonymous with excellence in brewing, innovation in fermentation science, and responsible business practices. Over the decades, Carlsberg has evolved into a truly global company. This is with its products available in more than 150 countries and brewed in over 100 breweries worldwide.
Today, Carlsberg Group is the third-largest beer producer in the world by volume. Thus, employing more than 30,000 people globally and holding a commanding presence in regions as diverse as Europe, Asia, and Eastern Europe.
Carlsberg Group: A Pillar of the Danish Economy and Identity
Carlsberg is a symbol of Danish ingenuity, quality, and social responsibility. Its deep roots in Denmark’s industrial and scientific history make it one of the nation’s most respected institutions. And its impact extends far beyond its role as a beverage producer.
The company has played a central role in shaping Denmark’s economic development, particularly in its early embrace of industrialization and scientific research. It was one of the first companies to establish a dedicated research laboratory (the Carlsberg Laboratory in 1875). The Carlsberg Laboratory pioneered breakthroughs in yeast cultivation and beer production. Contributions like the isolation of Saccharomyces carlsbergensis—the yeast strain that made lager brewing possible globally—solidified Carlsberg’s reputation as a scientific trailblazer.
In modern times, Carlsberg remains one of Denmark’s most valuable and internationally recognized brands. It is a highly visible contributor to Danish exports, tourism, and global perception. Sites like the historic Carlsberg Museum and Carlsberg Byen (a redeveloped district in Copenhagen) attract thousands of visitors each year. Therefore, enhancing Denmark’s cultural and economic capital.
A Global Business with Local Heart
Carlsberg’s global footprint is impressive, but its strength lies in its local adaptability. The Group owns more than 140 brands, which include both internationally recognized names and powerful regional leaders. These include brands like Tuborg, 1664 Blanc, Baltika, and Somersby, as well as local favorites such as Huda Beer in Vietnam or Ringnes in Norway.
Through a carefully balanced strategy of acquisitions, joint ventures, and organic expansion, Carlsberg has established itself in highly competitive markets across Asia. For example; China, India, and Southeast Asia. This is while also maintaining a robust presence in core European markets. The 2008 joint acquisition of Scottish & Newcastle with Heineken marked a major expansion, especially in Russia and Western Europe. And it significantly increased Carlsberg’s global market share.
In this vast global landscape, Carlsberg continues to brew not only beer but also a vision based on science, sustainability, and shared growth. It embraces its historic motto: “Semper Ardens” (Always Burning). This symbolizes the eternal passion for innovative and high-quality brewing.
Blending Innovation with Responsibility
One of Carlsberg’s most admirable traits is its longstanding commitment to science, sustainability, and ethical business. Unlike many multinationals focused solely on profit growth, Carlsberg is majority-owned by the Carlsberg Foundation—founded by J.C. Jacobsen himself. The Carlsberg Foundation reinvests a large portion of profits into philanthropy, scientific research, and cultural preservation. In recent years, the foundation has provided more than DKK 500 million annually to support science and the humanities.
Carlsberg’s sustainability program, “Together Towards ZERO,” outlines ambitious goals. For example, achieving zero carbon emissions at its breweries and zero water waste. The company’s innovations like the Green Fibre Bottle, a fully recyclable beer container made from sustainably sourced wood fibers, are setting new industry benchmarks for eco-friendly packaging.
Additionally, Carlsberg is actively investing in digital transformation, smart logistics, and product innovation. From mobile apps that optimize customer ordering in real-time to AI-driven fermentation processes, the company remains at the forefront of brewing industry advancements.
More Than a Beer Company
Carlsberg is a guardian of heritage, a scientific institution, a philanthropist, and a champion of sustainability. Its ability to balance these roles while maintaining steady business growth makes it one of the most dynamic Danish companies in the 21st century.
Through decades of change, Carlsberg has preserved the legacy of J.C. Jacobsen’s vision. This is to bring the best beer to consumers worldwide—crafted with pride, improved through science, and shared with integrity. For Denmark, and for the world, Carlsberg remains a leading light in responsible and enduring business.
Carlsberg Group Products and Services: A Taste for Every Market
A Broad Portfolio of Beer Brands
The Carlsberg Group’s success is built on an extensive and strategic portfolio of beer brands that cater to diverse consumers across the globe. The company divides its beer offerings into three key categories: global premium brands, local power brands, and craft & specialty beers. This allows Carlsberg to maintain international relevance while cultivating strong connections with regional markets through localized offerings.
The company’s flagship brand, Carlsberg, is known worldwide for its clean, crisp lagers and consistent quality. It stands as a symbol of Danish brewing tradition and is available in more than 100 countries. The beer has been at the core of Carlsberg’s identity since 1847, yet it continues to evolve with modern innovations such as Carlsberg 0.0, the non-alcoholic variant.
Another major international brand, Tuborg, has established itself as one of the most consumed beers in emerging markets like India, Turkey, and Serbia. With its strong associations with youth culture, music festivals, and nightlife, Tuborg appeals to a younger, urban demographic.
Carlsberg also owns a range of regional and local champions, such as Ringnes in Norway, Huda in Vietnam, Švyturys in Lithuania, and Baltika in Russia. These brands lead in their respective markets by offering styles, packaging, and tastes tailored to local preferences. In fact, over 70% of Carlsberg Group’s volume in 2022 came from such regional and local brands, underscoring their central role in the company’s global strategy.
Craft, Specialty, and Premium Beers
Carlsberg has actively diversified its offerings to include specialty and craft beers, responding to growing global demand for premium and artisanal products. Brands under this segment are brewed with unique ingredients, traditional methods, and sometimes in small batches, adding to their appeal among beer connoisseurs.
One standout is Jacobsen, a high-end beer series brewed at the visitor-friendly Jacobsen Brewery in Copenhagen. Launched in 2005 to honor founder J.C. Jacobsen, the range includes carefully crafted brews such as Jacobsen Velvet Ale and Saaz Blonde, which showcase both historical brewing techniques and modern flair.
Another popular specialty brand is Grimbergen, a Belgian abbey beer that dates back to the Middle Ages. Known for rich and complex flavors, the Grimbergen range adds European heritage and premium appeal to Carlsberg’s lineup.
Partnerships with global craft players such as Brooklyn Brewery have also allowed the company to market U.S.-style IPAs and experimental brews in several regions. Premium brands like 1664 Blanc, a French-style wheat beer with a hint of citrus, further enable the company to tap into lifestyle-driven, quality-seeking audiences.
Non-Alcoholic and Low-Alcohol Variants
Responding to rising health consciousness and regulatory measures in many markets, Carlsberg has significantly expanded its non-alcoholic and low-alcohol beverage offerings. This segment has seen sustained double-digit growth and is expected to play an increasing role in the company’s long-term strategy.
The company’s flagship product in this category is Carlsberg 0.0, which offers the same taste profile as the original but with zero alcohol. Similarly, Tuborg Zero has gained popularity in several Asian and European countries. Regional non-alcoholic options are also offered under localized brands, ensuring cultural and taste preferences are respected.
Beyond alcohol levels, Carlsberg’s non-alcoholic beers cater to social occasions where drinking is either inappropriate or undesirable, expanding beer’s role in consumers’ daily lives.
Soft Drinks, Water, and Other Beverages
While beer remains Carlsberg Group’s core business, the company also offers a diverse range of non-beer beverages, particularly in Northern and Eastern Europe. These include mineral waters, flavored waters, energy drinks, and soft drinks marketed through either proprietary brands or strategic partnerships.
In markets like Norway and Finland, Carlsberg serves as a major provider of soft drinks and bottled waters under brands like Ramlösa and Faxe Kondi. In some countries, the Group also bottles and distributes leading global soft drink brands via licensing agreements—most notably select PepsiCo products in certain regions.
This non-beer segment contributes a growing share of revenue in several markets and provides consumers with expanded choices between both alcoholic and non-alcoholic refreshment options.
Carlsberg Group Sustainability-Inspired Innovations
One of the most innovative aspects of Carlsberg’s product and packaging development is its emphasis on sustainability-driven design. A prime example is the company’s ongoing project to create the Green Fibre Bottle. This is a biodegradable beer bottle made primarily from sustainably sourced wood fiber with a bio-based lining. Launched as a prototype and tested in several markets, this product aims to reduce traditional packaging waste.
The company has also adopted Snap Pack technology. This replaces plastic rings in multi-pack cans with eco-friendly glue dots. Hence, eliminating up to 76% of plastic waste used in packaging.
Notably, Carlsberg’s research efforts are led by the renowned Carlsberg Research Laboratory. The lab continues to develop new brewing methods, better yeast strains, natural ingredients, and climate-smart solutions. Such factors enhance both product quality and environmental performance.
Carlsberg Group Digital and Commercial Services
In addition to its beverage portfolio, Carlsberg delivers a range of commercial and technical services to the hospitality and retail sectors. This includes supplier relationships for bars, restaurants, hotels, and retailers where Carlsberg beverages are sold. It is commonly known as on-trade and off-trade partnerships.
Carlsberg provides end-to-end services such as draught beer systems installation, dispensing equipment maintenance, staff training, and beverage promotions. In recent years, the Group has also launched digital B2B platforms for real-time ordering, forecasting, and supply chain efficiency. These help commercial partners operate more effectively. Also, such services are critical in enhancing customer loyalty, nurturing brand visibility, and maintaining consistent beverage quality for consumers.
A Broad and Balanced Service Ecosystem
Carlsberg Group’s expansive product ecosystem is strategically designed to serve a wide range of consumer needs. This is across different regions and demographics. With more than 140 brands under its umbrella and a growing focus on digital and sustainable practices, the company skillfully blends heritage with modern innovation.
Conclusion: Carlsberg Group
Carlsberg Group is a global force that blends tradition, innovation, and sustainability into every aspect of its operations. Rooted deeply in Danish heritage, Carlsberg has grown into one of the most recognizable beverage companies in the world.
Frequently Asked Questions about Carlsberg Group
1. What products does Carlsberg produce?
Carlsberg produces a diverse range of products including lagers, craft and specialty beers, non-alcoholic beers, soft drinks, and bottled water. It serves both alcoholic and non-alcoholic beverage markets worldwide.
2. What industries and markets are crucial for Carlsberg’s growth?
Key markets include Western and Eastern Europe, China, India, and Southeast Asia. Carlsberg is also growing in non-beer segments like soft drinks and in emerging non-alcoholic beverage trends globally.
