CASE: Carlsberg

How Carlsberg Denmark created a new magazine with high ambitions

Carlsberg is founded on a passion for beer, science and art. The company is brewing with a purpose and is on an ambitions quest for being the best corporate citizen possible.

Carlsberg Denmark wanted to involve their customers in that journey.

We developed a new magazine concept that pursues Carlsberg Denmark’s strategy. We served as advisors to the editor, helped rearrange the operation of the magazine and were co-producers of content. ‘The Source’ became ‘What’s Brewing?’, published three times a year in over 20,000 copies distributed to all employees as well as the people who work at the bars, restaurants and supermarkets with which the company cooperates.