Brewer Carlsberg opens attraction at site of first brewery, opened in 1847

Category : Business

Unlocking Word Meanings

Read the following words/expressions found in today’s article.

  1. brewing / ˈbru ɪŋ / (n.) – the process of making beer or other alcoholic beverages by fermenting malted grains, such as barley, along with water and yeast

    I enjoy learning about the art of brewing and experimenting with different beer recipes.

  2. fractious / ˈfræk ʃəs / (adj.) – causing trouble, hard to manage and control

    Artificial intelligence is fractious, but people have to learn how to control and use it well.

  3. reconcile / ˈrɛk ənˌsaɪl / (v.) – to restore friendly relations between two or more people, and resolve a conflict or disagreement

    After years of fighting, the siblings finally reconciled and forgave each other for their past mistakes.

  4. enthusiast / ɛnˈθu ziˌæst / (n.) – a person who is highly interested and passionate about a particular activity, topic, or subject

    John is a photography enthusiast. He spends hours capturing breathtaking images.

  5. proponent / prəˈpoʊ nənt / (n.) – a person who supports or advocates for a particular idea, cause, or belief

    Nicole is a proponent of sustainable living and actively promotes eco-friendly practices in her community.


Read the text below.

In an old corner of the Danish capital Copenhagen sits a piece of brewing history.

Now, visitors can come here for what Carlsberg’s adverts have long called the “best poured beer in the world… probably.”

Danish beer brewer Carlsberg opened its new “Home of Carlsberg” attraction on December 1, situated at the site of its original Copenhagen brewery, first opened in 1847 by founder J.C. Jacobsen.

Over 200,000 visitors are expected in 2024.

“Where we stand today is actually where it all started,” says the attraction’s director Tine Kastrup-Misir.

“This is a place where the first brewer, J.C. Jacobsen brewed his first beer back in 1847 and founded the Carlsberg as we know it today. So, we stand in very, very historical surroundings and this is where we open Home of Carlsberg.”

“The new, 3,000-square-meter exhibit explores the history of the 175-year-old brewer, including its fractious beginnings between J.C. Jacobsen and his son, Carl.”

“For a while, father and son became rival brewers, after Carl began selling his own beer under the name “New Carlsberg”, J.C. Jacobsen even had lawyers attempt to limit his son’s production capacity. The two eventually reconciled in October 1886, just before J.C. Jacobsen’s death in 1887.”

Elsewhere, the exhibit explores the science of brewing and the essential ingredients of beer. There’s also interactive elements, visitors can, for instance, try to brew their own beer. “Or if you would be interested in taking a bath in a beer, that is also a possibility,” smiles Kastrup-Misir.

One highlight of the attraction is the basement bottle collection, featuring over 22,000 beer bottles. Carlsberg says it’s the fifth largest collection of its kind and was donated by a private collector, who gave the brewer around 10,000 bottles.

Many brewers have come since, but Carlsberg has a special place in Danish drinking culture, says Kasper Mundt-Nielsen, editor of The Danish Beer Enthusiasts Magazine.

“It was the first real Danish export success story in that manner. It was before Lego and Vestas and Maersk, it was the biggest proponent of the Danish name outside of Denmark,” he says.

This article was provided by The Associated Press.

Viewpoint Discussion

Enjoy a discussion with your tutor.

Discussion A

  • How important do you think it is for companies to preserve their historical sites and share their history with the public like Carlsberg has done with the “Home of Carlsberg” attraction? Discuss.
  • The “Home of Carlsberg” has attractions, such as brewing your beer or even taking a beer bath. Would you be interested in visiting the “Home of Carlsberg” and participating in these activities? Why or why not? Which aspect of the exhibit would you be most excited to explore? Why does that particular aspect interest you? Discuss.

Discussion B

  • In your country, what product or brand would you like to have its own historical site? Why is this so? Discuss.
  • What kind of attraction or activities would be appropriate for this brand? Why? Discuss.
Category : Business