Carlsberg kicked off its 170-year anniversary in Copenhagen yesterday, with the brewer hosting '170 hours of unique celebrations' to mark the occasion.
This will include a photo exhibition, a grand event in the Danish Radio Concert Hall and 'Probably the best Street Party in the World', taking place on 26 August, among other events.
“Carlsberg Group has used the past 170 years creating not only probably the best beer in the world, but also revolutionised the entire brewing industry improving quality through science," said Carlsberg chief executive Cees ‘t Hart.
"For 170 hours in Copenhagen, Carlsberg group will celebrate yesterday’s and today’s achievements as well as highlighting how the Group plan to brew for a better tomorrow through investments in science and contributions to society."
The group has also launched an interactive 'drone experience' on its website, where visitors can fly through through Carlsberg’s old brewery and the horse stable in Valby to a number of Copenhagen landmarks.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Sign-up for a subscription to ESM: The European Supermarket Magazine.