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GSM Strategy
Slide 1
Bottom-fermented beers
BeerFermented Beverages
on Grain Base
Lager FamilyBottom Fermented Beer
Vienna Type(12-30 EBC)
Münich Types(30-100 EBC)
Lager Types(Pilsner)
(<12 EBC)
Euro-Pilsner Type(med. flavour)
Märzen(5.5-6.5 ABV)Tuborg Påske(Carls Påske)Tuborg Jul
(SA Winter Rye)
Dark Bock(6-8 ABV)(SA Bock)
SA Easter BrewC47
Red Beers(5.5-8 ABV)
Carls Jul(SA Cerise)
Black Beer(4-6 ABV)
”Classic”(4-5.5 ABV)Carls Lager*
Tuborg ClassicT. Clas. Gylden
Imperial ”Stout”(7.5-12 ABV)Carls Porter
Standard Porter(3-7 ABV)
(Criollo Stout)
American/ Asian Style
(low flavour)
German/Czech-Pils Type(high. flavour)
(C. Pivo)
Export (5-7 ABV)Sort Guld
fruity flavourNon Alc. (<1 ABV)
fresh flavourNon Alc. (< 1 ABV)Tuborg Super Light
Export (5-7 ABV)Guld Tuborg
Strong Lager (7-9 ABV)Tuborg FF
Strong Lager (7-9 ABV)Elephant
Very Strong Lager(>9 ABV)
Very Strong Lager(>9 ABV)
Master Brew
Colour & FlavourAlcohol
Low Alc. (1-3 ABV)Carlsberg Light
Low Alc. (1-3 ABV)
Std. Alc. (3-5 ABV)Grøn Tuborg
Std. Alc. (3-5 ABV)Carlsberg Pilsner
Lite Beer(4.0-5.5 ABV)
US Lager(4.5-5.5)
(Tuborg T-Beer)(T-Beer Citrus)
Malt Liquor(>7 ABV)
(C. Crown)(C. Capo)
Baltic Porters(>100 EBC)
Low Alc. (1-3 ABV)KB Hvidtøl
Dark Münich(4-6 ABV)
Carls Special**(Carls Dark)
J. Original Dark Lager
Carlsberg (Denmark)
SU
B-S
EG
ME
NT
CATEGORY
SEGMENT
*Communicated as Dark Munich
**Communicated as Vienna
Products in brackets are delisted, but recipes are available
Export (5-7 ABV)J. Extra Pilsner
GSM Strategy
Slide 2
Jacobsen Extra Pilsner
Share our dedication
• Launch: June 2007• Beer Type: Nordic style lager (Organic Danish
barley from named farmer (terroir) and Sea Thorn berries.
• Appearance: Light golden with a blonde head• Aroma: Grainy aromas mingle with the fruity
aromas of apricot, strawberry, rose and hops• Taste: It has medium body and a pronounced
bitterness from the noble German organic hops - Hallertau Tradition and Spalter Select
• Alcohol Strength: 5.5% vol. • Enjoy: As an aperitif. For classic Nordic lunch,
steamed turbot with artichoke, chicken or lamb with steamed asparagus and chanterelle or Comté cheeses. Serve at 6-8°C
GSM Strategy
Slide 3
Bottom-fermented beers
BeerFermented Beverages
on Grain Base
Lager FamilyBottom Fermented Beer
Vienna Type(12-30 EBC)
Münich Types(30-100 EBC)
Lager Types(Pilsner)
(<12 EBC)
Euro-Pilsner Type(med. flavour)
Märzen(5.5-6.5 ABV)Tuborg Påske(Carls Påske)Tuborg Jul
(SA Winter Rye)
Dark Bock(6-8 ABV)(SA Bock)
SA Easter BrewC47
Red Beers(5.5-8 ABV)
Carls Jul(SA Cerise)
Black Beer(4-6 ABV)
”Classic”(4-5.5 ABV)Carls Lager*
Tuborg ClassicT. Clas. Gylden
Imperial ”Stout”(7.5-12 ABV)Carls Porter
Standard Porter(3-7 ABV)
(Criollo Stout)
American/ Asian Style
(low flavour)
German/Czech-Pils Type(high. flavour)
(C. Pivo)
Export (5-7 ABV)Sort Guld
fruity flavourNon Alc. (<1 ABV)
fresh flavourNon Alc. (< 1 ABV)Tuborg Super Light
Export (5-7 ABV)Guld Tuborg
Strong Lager (7-9 ABV)Tuborg FF
Strong Lager (7-9 ABV)Elephant
Very Strong Lager(>9 ABV)
Very Strong Lager(>9 ABV)
Master Brew
Colour & FlavourAlcohol
Low Alc. (1-3 ABV)Carlsberg Light
Low Alc. (1-3 ABV)
Std. Alc. (3-5 ABV)Grøn Tuborg
Std. Alc. (3-5 ABV)Carlsberg Pilsner
Lite Beer(4.0-5.5 ABV)
US Lager(4.5-5.5)
(Tuborg T-Beer)(T-Beer Citrus)
Malt Liquor(>7 ABV)
(C. Crown)(C. Capo)
Baltic Porters(>100 EBC)
Low Alc. (1-3 ABV)KB Hvidtøl
Dark Münich(4-6 ABV)
Carls Special**(Carls Dark)
J. Original Dark Lager
Carlsberg (Denmark)
SU
B-S
EG
ME
NT
CATEGORY
SEGMENT
*Communicated as Dark Munich
**Communicated as Vienna
Products in brackets are delisted, but recipes are available
Export (5-7 ABV)J. Extra Pilsner
GSM Strategy
Slide 4
Jacobsen Original Dark Lager
• Launch: June 2005, brew after the original recipe of Jacobsen’s first beer!
• Type: Dark Munich Lager• Appearance: Warm reddish brown glow since it
is brewed with Munich and a hint of crystal malt• Aroma: Roasted, caramelised and malty aromas
from the floor-malted Munich malt blend smooth with the floral hoppiness from Hersbrucker hops.
• Taste: Light caramel sweetness with a smooth bitterness and a mild carbonation melting with the roundness from the long cold fermentation and maturation
• Alcohol Strength: 5.8% vol.• Enjoy: With lasagne, pizza, open sandwiches
and grilled meat. Serve at 6-8 degree C.
GSM Strategy
Slide 5
Bottom-fermented beers
BeerFermented Beverages
on Grain Base
Lager FamilyBottom Fermented Beer
Vienna Type(12-30 EBC)
Münich Types(30-100 EBC)
Lager Types(Pilsner)
(<12 EBC)
Euro-Pilsner Type(med. flavour)
Märzen(5.5-6.5 ABV)Tuborg Påske(Carls Påske)Tuborg Jul
(SA Winter Rye)
Dark Bock(6-8 ABV)(SA Bock)
SA Easter BrewC47
Red Beers(5.5-8 ABV)
Carls Jul(SA Cerise)
Black Beer(4-6 ABV)
”Classic”(4-5.5 ABV)Carls Lager*
Tuborg ClassicT. Clas. Gylden
Imperial ”Stout”(7.5-12 ABV)Carls Porter
Standard Porter(3-7 ABV)
(Criollo Stout)
American/ Asian Style
(low flavour)
German/Czech-Pils Type(high. flavour)
(C. Pivo)
Export (5-7 ABV)Sort Guld
fruity flavourNon Alc. (<1 ABV)
fresh flavourNon Alc. (< 1 ABV)Tuborg Super Light
Export (5-7 ABV)Guld Tuborg
Strong Lager (7-9 ABV)Tuborg FF
Strong Lager (7-9 ABV)Elephant
Very Strong Lager(>9 ABV)
Very Strong Lager(>9 ABV)
Master Brew
Colour & FlavourAlcohol
Low Alc. (1-3 ABV)Carlsberg Light
Low Alc. (1-3 ABV)
Std. Alc. (3-5 ABV)Grøn Tuborg
Std. Alc. (3-5 ABV)Carlsberg Pilsner
Lite Beer(4.0-5.5 ABV)
US Lager(4.5-5.5)
(Tuborg T-Beer)(T-Beer Citrus)
Malt Liquor(>7 ABV)
(C. Crown)(C. Capo)
Baltic Porters(>100 EBC)
Low Alc. (1-3 ABV)KB Hvidtøl
Dark Münich(4-6 ABV)
Carls Special**(Carls Dark)
J. Original Dark Lager
Carlsberg (Denmark)
SU
B-S
EG
ME
NT
CATEGORY
SEGMENT
*Communicated as Dark Munich
**Communicated as Vienna
Products in brackets are delisted, but recipes are available
Export (5-7 ABV)J. Extra Pilsner
GSM Strategy
Slide 6
Jacobsen Nordic Pine Bock
• Launch: Autumn 2007• Type: A dark bock beer bases on the terroir area
of Lolland• Appearance: Red golden with a white head• Aroma: Rosemary coming from pine needles and
fresh green spruces from Lolland, orange from the use of Amarillo hops, and a hint of peber
• Taste: Moderate bitterness and a dry finish • Alcohol Strength: 6.0% vol.• Enjoy: Lamb. Serve at 5-10 degree C
GSM Strategy
Slide 7
Top-fermented beers
BeerFermented Beverages
on Grain Base
Top Fermented BeersPure yeast
Wheat Beers(4-60 EBC)
Ale Types (9-90 EBC)
Kristal (filtered)
Hefe (unfiltered)
Carls Hvede(T. Classic
Hvede)(SA Weisse)
Wit(4.5-5.5 ABV)
(J. Bramley Wit)
Imperial(8-12+ ABV)
(J. Coffee Mint Stout)
Stouts/Porters(44-105+ EBC)
Pale/blond(9-37 EBC)
Brown(30-90 EBC)
Mild(2.8-4.5 ABV)
IPA(5-7.5 ABV)First Gold
I.P.A.
Barley Wine (8-12+ ABV)
Christmas Ale(J. Barley Wine)
Colour & Flavour
Alcohol
Imperial IPA(7.5-10 ABV)
Standard(4.2-6.2 ABV)
Carls AleJ. Brown Ale
Sweet(4-6 ABV)
Ordinary(3.2-3.8 ABV)
Standard(3.8-6.2 ABV)Honning Ale
Top Fermented BeersWild yeast
Lambic (sour)(7-17 EBC)
Fruit Lambic(5-7 ABV)
Geuze(5-8 ABV)
Weizen(4.3-5.6 ABV)
Dunkelweizen(4.3-5.6 ABV)
Weizenbock(6.5-8+ ABV)
(J. Hvede Spring Bock)
Enkel(5-7.5 ABV)
J. Saaz Blonde
(J. Saison)
Tripel(7.5-9 ABV)
Dry(4-5 ABV)
Foreign Extra(5.5-8 ABV)
Faro (sweet)(4-6 ABV)
Bitter(3.8-6.2 ABV)
Dubbel(6-8 ABV)Abbey Ale
(J. Camomile Dubbel)
J. Golden Christmas Ale
CATEGORY
SEGMENT
Carlsberg (Denmark)
SU
B-S
EG
ME
NT
Mixed Fermented BeersPure yeast & bacteria
FlemishBruin
(4.5-5.5 ABV)
Berliner Weisse(2.8-3.6 ABV)
Strong Golden(8-12+ ABV)Products in brackets are delisted, but recipes are available
GSM Strategy
Slide 8
Jacobsen Brown Ale
• Launch: June 2005• Type: Standard Brown Ale with a touch from
overseas• Appearance: Deep brown mahogany with light
brown head• Aroma: It has a roasted character from 6
different malts and vinous grape notes like Sauvignon Blanc from the New Zealand Nelson Sauvin hops.
• Taste: Dry and caramelised with a smooth bitterness from Fuggle - and Kent Goldings hops, due to the Burtonisation of the brewing water
• Alcohol Strength: 6.0% vol.• Enjoy: with roasted or fried beef, veal liver, cold
smoked meat like smoked ham and pâtes