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It all comes from beer: Carlsberg begins jubilee at Copenhagen Airport

In celebration of Carlsberg’s 170th anniversary later this year, the Carlsberg Foundation, the New Carlsberg Foundation and the Tuborg Foundation have, together with The Museum of National History at Frederiksborg, New Carlsberg Glyptotek and Visit Carlsberg, planned a special welcome that awaits the many travellers at Copenhagen Airport.

The area around belt band 2 in the arrival hall at Copenhagen Airport will from Friday morning March 31st be transformed into a visual representation of Frederiksborg Castle, New Carlsberg Glyptotek and Visit Carlsberg’s attractions. The exhibition will furthermore focus on Carlsberg Laboratory’s research and the many new projects that are granted funding each year from the Carlsberg Foundation, the New Carlsberg Foundation and the Tuborg Foundation. By means of the headline and hashtag #itallcomesfrombeer, the purpose is to show that Carlsberg is so much more than beer and that the foundations, thriving on contributions from Carlsberg, continue to support initiatives in Danish society year after year.

Carlsberg’s chairman of the board, Flemming Besenbacher, presented the initiative at the Carlsberg A/S general meeting on Thursday afternoon in Stødpudelageret in Carlsberg District.

"Carlsberg was founded in 1847 and we thus celebrate our 170th anniversary this year. On this occasion, Carlsberg and the Carlsberg Foundation, New Carlsberg Foundation, the Tuborg Foundation, the Museum of National History at Frederiksborg, New Carlsberg Glyptotek, Carlsberg Laboratory and Visit Carlsberg set out to offer both Danes and international visitors a special welcome when they land at Copenhagen Airport," said Flemming Besenbacher.

"With the headline 'it all comes from beer', we want to show that Carlsberg is much more than beer. We will do this by providing the airport's guests with an insight into our amazing history and what we contribute to society in the form of research, science and culture in general. Carlsberg is still brewing "probably the world's best beer", but we are also conscious of our responsibility in society and we will continue to brew beer to create a better world for today and tomorrow," said Flemming Besenbacher.

The foundations and museum attractions each have their own identity, but they all stem from the founder J.C. Jacobsen and his son Carl Jacobsen’s passion for science, art and culture, and the Tuborg Foundation is therefore also a part of the Carlsberg family today.

The purpose of the initiative is to present the Carlsberg family in one single platform where the identity is expressed in a common narrative for both Danes and international guests arriving in Carlsberg’s home market.

The exhibition at the airport runs for two periods throughout 2017.

Follow the exhibition on social media: #ItAllComesFromBeer

Download pictures from the exhibition

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