Rexam draws on the heritage of Carlsberg

Rexam has produced the new profile bottles for The Jacobsen Brewhouse, owned by Carlsberg Denmark. The beer is named after and brewed in the spirit of Carlsberg´s founder, J.C. Jacobsen, and is filled and sold in Denmark.

Rexam produced the new bottles in amber glass and embossed the image of J.C. Jacobsen on the front. The embossing gives the product a feeling of heritage and tradition and highlights that the beers have been brewed to the same traditions initiated by Jacobsen.

The new bottles are available in both 33cl and 75cl sizes. The larger bottle is an ideal size for sharing with friends: a current trend in the global bottled beer industry.

The stunningly unique bottle was designed by E-Types, Copenhagen, and was inspired by the lighthouse located at the main brewery gates at Carlsberg. The bottle design also draws on influences from the first Danish standard beer bottle from 1904, again drawing attention to the traditional aspects of the range.

The Jacobsen range currently includes four beers: Bramley Wit, Brown Ale, Original Dark Lager and Saaz Blonde. The Jacobsen brewhouse will continue to develop new beers, along with seasonal brews for special occasions and holidays. They have just launched a new "Limited Edition" beer, in their experimental range, called "Imperial Barley Wine". This is only sold at the Carlsberg visitors centre in numbered bottles and in limited amounts.

The bottles are filled in a new, state of the art brewery, The Jacobsen Brewhouse, which is located at the existing Carlsberg brewery in Copenhagen and is right in the heart of the Visitors Centre. See www.visitcarlsberg.com and www.jacobsenbeer.com.

Carlsberg hope that Jacobsen will make in rounds into the dining arena and become an accepted accompaniment to a variety of culinary dishes. During the brewing process food was a major consideration, as different varieties of beer are more suited to certain dishes than others.

Denmark is Carlsberg´s home market, and the company has become part of the national and cultural life. The international Carlsberg Breweries Group operates in over 40 countries.