Carlsberg Better starts here

Insight

Does a history full of breakthroughs deserve an experience full of breakthroughs? Probably.

Carlsberg is one of the world’s best-known beer brands. Yet, the historic location where the brewery was founded on a hill overlooking Copenhagen lacked a visitor centre that lived up to its illustrious history.

Driven by founder J.C. Jacobsen’s ethos, “to strive for the pursuit of better in everything we do,” the challenge was to create an experience worthy of the brand, the spirit and the story.

Idea

Look to the past to think ahead.

For the new Home of Carlsberg, the brewery’s history of firsts inspires every part of the new visitor journey.

From the moment people plan their visit online, better begins. With bespoke User Interface, design and technical solutions built to innovate, the experience breaks new ground, physically and digitally.

Dynamic pricing allows customers to avoid rush hour and get the best ticket price. On arrival, visitors receive an augmented wristband that lets them save great experiences through Radio Frequency Identification.

For those who prefer the thrill of exploration over the art of brewing, Carlsberg offers a tour of the world’s most extensive collection of unopened beer, both digitally and physically. This is an awe-inspiring feat, encompassing over 22,000 bottles, each meticulously digitalised and made browsable by every metric, promising a unique and intriguing experience.

The journey remains with visitors even once they have returned home. They can continue exploring memories, shop merchandise through a redesigned e-commerce solution and learn stories that made the brewery what it is.

Impact

A home in pursuit of better.

Leading to innovate and pursue better in every touchpoint. 

Ticket sales online increased from 6% to 60% in an industry where walk-ins and third-party sales steal a sizeable portion of the sales. Cross-sales and add-ons between tastings and other items are up from 10% to 25%. An impressive 20% of visitor data is now collected, compared to 2% previously, making the experience a vital tool in getting to know customers better.

On the home where the Carlsberg brewery was founded and on screens, the testament to the pursuit of better lives on.