gsm strategy slide 0 bottom-fermented beers. gsm strategy slide 1 jacobsen extra pilsner share our...

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)


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

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• 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



on Grain Base





(<12 EBC)



(SA Winter Rye)


SA Easter BrewC47



Black Beer(4-6 ABV)





(Criollo Stout)


(low flavour)


(C. Pivo)









Master Brew



Low Alc. (1-3 ABV)




US Lager(4.5-5.5)


Malt Liquor(>7 ABV)

(C. Crown)(C. Capo)






Carlsberg (Denmark)

SU

B-S

EG

ME

NT

CATEGORY

SEGMENT





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



on Grain Base





(<12 EBC)



(SA Winter Rye)


SA Easter BrewC47



Black Beer(4-6 ABV)





(Criollo Stout)


(low flavour)


(C. Pivo)









Master Brew



Low Alc. (1-3 ABV)




US Lager(4.5-5.5)


Malt Liquor(>7 ABV)

(C. Crown)(C. Capo)






Carlsberg (Denmark)

SU

B-S

EG

ME

NT

CATEGORY

SEGMENT





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


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

gsm strategy slide 0 bottom-fermented beers. gsm strategy slide 1 jacobsen extra pilsner share our...

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