In 1876, J.C. Jacobsen established the Carlsberg Foundation, run by trustees from the Royal Danish Academy of Sciences and Letters, which managed the Carlsberg Laboratory as well as supporting scientific research within the fields of natural sciences, mathematics, philosophy, the humanities and social sciences in Denmark. Because of a conflict with his son Carl, Jacobsen's brewery was left to the Foundation upon his death in 1887. [11] The voice over for the original ad in 1983 was voiced by actor Orson Welles, [64] his voice has been used repeatedly over the years. Welles was not expensive and he liked the advertisements, so he kept his fees to a minimum. In some countries the tagline has been adapted to "Probably the best beer in the world". [65] The WTSA has already called on the government to delay the duty reform move with fears that mass action could occur as drinks businesses look to save money. Carlsberg's tagline "Probably the best lager in the world" was created in 1973 by Tony Bodinetz at KMP for the UK market. [61] [62] It began to appear in company corporate ads around the world from the 1980s onwards until it was replaced in 2011 in most regions by new tagline "That calls for a Carlsberg". [63]

It was brewed at a higher strength to keep the bacteria at bay whilst it shipped and to ensure that it met the minimum ABV requirements when it landed. That’s where the term ‘Export strength’ comes from. It comes as drinks producers brace for an expected 10.1pc rise in the levies on alcohol from August.As a result of the takeover of Scottish & Newcastle, Carlsberg controls the San Miguel brand in the UK. The UK competition and Markets Authority approved the merger of Carlsberg UK and Marston's PLC. The new company will be based in Wolverhampton, England and known as Carlsberg Marston's Brewing Company, with Carlsberg taking a 60% share in the new company. The merger is due to be completed by the end of October 2020. [24] [25] Russia and CIS [ edit ] Each participant was provided with a 150ml sample of each liquid in an unbranded and unnucleated glass. The liquid was poured from a chilled bottle at fridge temperature (3-6 0c) for each head to head test. All participants took two head-to-head preference tests:

In 1901, at brewer Carl Jacobsen's initiative, the Architect Professor J. L. Dahlerup created a tower resting on four elephants carved in granite from the Danish island of Bornholm. Jacobsen's inspiration was the obelisk supporting an elephant on the Piazza della Minerva in Rome. [56] The four elephants each bear the initial of one of Carl Jacobsen's children: Theodora, Paula, Helge and Vagn. This became known as The Elephant Gate and is a landmark entrance to the brewery. [ citation needed] Carlsberg merged with Tuborg Breweries in 1970 forming the United Breweries AS, and merged with Tetley in 1992. Carlsberg became the sole owner of Carlsberg-Tetley in 1997. [8]A single can (440mL) of Special Brew contains 3.5 units of alcohol (previously 4.5 units) whilst the maximum recommended daily intake for a man is two units. In January 2015, it was reported that Carlsberg would reduce the units per can to less than four, in line with a UK government pledge that no single can should contain more than four units. The change, a reduction either in the size of the can from 500mL to 440mL, or the alcoholic strength of the beer, was considered for implementation in 2015. [55] Both changes were made; the cans have since been reduced to 440 mL, and the ABV reduced from 9% to 8%, then another drop to 7.5%. The first overseas license for brewing was given to the Photos Photiades Breweries, and in 1966 Carlsberg beer was brewed for the first time outside Denmark at the Photiades breweries in Cyprus. [12] The first brewery to be built outside Denmark was in Blantyre, Malawi in 1968. [8] For Winning The Nobel Prize, Niels Bohr Got A House With Free Beer". Forbes Tech . Retrieved 14 December 2015. The Carlsberg Visitors Centre is located at 11 Gamle Carlsberg Vej, 2500 Valby, Denmark at the location of the first Carlsberg Brewery. In the courtyard is a smaller replica of the Little Mermaid Statue that Carl Jacobsen donated to Copenhagen. Also located in connection with the Carlsberg visitors Centre is the Jacobsen House Brewery, a micro brewery creating the Jacobsen speciality range of hand-crafted beers. [59]