Home of Carlsberg

What Home of Carlsberg does

Home of Carlsberg A/S (CVR 67302710) is a privately held Danish operating company and wholly-owned subsidiary of Carlsberg Group, running a cultural and hospitality attraction at the original 1847 Carlsberg Brewery site in Copenhagen V. The company's anchor offering is a 3,000 m² self-guided digital and interactive exhibition that uses storytelling, interactive games, and a wristband-based personal memory capture system (the "My Memories" portal, accessible 30 days post-visit) to guide visitors through the Jacobsen family history, Carlsberg's scientific discoveries, the brand evolution, and brewing heritage. Beyond the exhibition, the venue operates a layered commercial stack: add-on experiences (beer tastings at 155 DKK in the old cellars, guided historical cellar tours at 130 DKK), private group bookings for corporate events (1,500-10,000 DKK depending on tier), an on-site Carlsberg Bar, a Brand Store retail outlet for merchandise and specialty beers, the Husbryggeriet Jacobsen craft brewery, a heritage stable with six draught horses and ponies, the Madklubben-operated restaurant, and a calendar of seasonal events including Home of Carlsberg Fridays, summer programming, Copenhagen Jazz Festival, and Copenhagen Cooking long-table dinners.

The company serves four distinct customer segments: domestic and international tourists seeking cultural and beer-heritage experiences (primary), corporate and private groups for team building and B2B events (primary), local Copenhagen residents using free-access areas such as the courtyard, sculpture garden, and stable, and beer enthusiasts drawn to premium tasting experiences. Distribution runs through a direct online booking platform (tickets.homeofcarlsberg.com), an on-site ticket office, a dedicated private-group sales team, third-party ticketing partners (e.g., Billetto), the Copenhagen Card redemption network, and the Carlsberg Group's Brand Store webshop. Pricing is unit-based pay-as-you-go across all revenue streams, with the exhibition priced at 235 DKK adult / 145 DKK youth. The company employs over 130 staff across Marketing, Communications, Sales, Digital, Finance, Operations, the on-site brewery, and stable teams, operating under Director Tine Kastrup-Misir since April 2023, and is regulated as a tourism attraction with Green Attraction certification secured in 2025.

Name

Home of Carlsberg

Legal name

Home of Carlsberg A/S

Website

https://homeofcarlsberg.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

51–100 employees

Short description

Home of Carlsberg A/S is a wholly-owned Carlsberg Group subsidiary operating a 3,000 m² digital exhibition, beer tastings, historical tours, on-site brewery, restaurant, and retail store at the original 1847 Carlsberg Brewery in Copenhagen, serving tourists, corporate groups, and locals.

Ownership category

akta.pro rank

Product category

Heritage tourism and cultural attraction

NAICS

Museums, Historical Sites, and Similar Institutions (7121), Drinking Places (Alcoholic Beverages) (7224), Historical Sites (712120)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Alcoholic Beverage Tours & On-site Experiences (Brewery/Winery/Distillery) (THAFALAK)

akta.pro secondary industries

Beer, Brewery & Craft Beverage Tastings (THAJAGAE), Spirits/Cocktail Bars Operated by Producers (THAFALAJ), Specialty Museums (e.g., Maritime, Aviation, Sports, Music, Film) (THAJADAF)

Keywords

• Visitor attraction operations
• Beer tasting experiences
• Heritage museum tours
• Corporate event venues
• Brewery brand experience

Headquarters

HQ city

Copenhagen V

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain, Others

Revenue model

1. Exhibition Tickets: Individual admission tickets to the 3000m2 exhibition, priced at 235 DKK for adults and 145 DKK for youth. Tickets include a complimentary beer at the Carlsberg Bar.
2. Beer Tastings: Add-on beer tasting experiences in the old cellars serving three beers from Jacobsen, Carlsberg, and other brands in the portfolio. Priced at 155 DKK per person.
3. Historical Tours: Guided cellar tours and historical site tours as add-ons to the exhibition ticket. Cellar tour priced at 130 DKK.
4. Private Group Bookings: Corporate events, team building, and private group experiences including premium beer tastings (3500-10000 DKK depending on tier) and guided tours (1500-2600 DKK).
5. Brand Store Retail: On-site retail store selling Carlsberg merchandise, bar equipment, specialty beers, posters, and souvenirs.
6. Carlsberg Bar: On-site bar serving Carlsberg beer and beverages to visitors. Free entry for non-exhibition visitors to enjoy the bar and courtyard.
7. Special Events: Special ticketed events such as Copenhagen Cooking long-table dinners at 495 DKK per person, featuring food and beer pairing.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Home of Carlsberg operates a 3,000 m² self-guided interactive exhibition and cultural attraction at the original 1847 Carlsberg Brewery in Copenhagen, covering the Jacobsen family history, Carlsberg's scientific discoveries, and brewing heritage. It sells exhibition tickets, beer tastings, guided historical cellar tours, and a calendar of seasonal events; it also runs private corporate/group experiences, an on-site bar, brand store retail, and stables with historic draught horses.

Product overview

Home of Carlsberg is a cultural attraction and hospitality venue located in the original Carlsberg Brewery from 1847 in Copenhagen. The core offering is a 3,000 m² interactive digital exhibition covering Carlsberg's history, science, and heritage, which serves as the anchor product. Ticketed add-on experiences — Beer Tasting in the old cellars and the Guided Tour: The Secret Cellars — extend the visit. The site also features free-access amenities including the Carlsberg Bar (included with exhibition), the Brand Store, the Stable with draught horses, and the Courtyard and Sculpture Garden. A calendar of seasonal events includes Home of Carlsberg Fridays, Summer at Home of Carlsberg, Copenhagen Cooking dinners, and Jazz Festival concerts. Group bookings offer private versions of the exhibition with enhanced tastings (Carlsberg tasting, Premium tasting, VIP tasting) and themed historical tours. The Jacobsen House Brewery (Husbryggeriet Jacobsen), part of the same site, is a separate craft brewery.

Differentiator

Problem solved

Functional benefit

Brands

• Carlsberg Bar: On-site bar serving Carlsberg beers fresh from the tap
• Brand Store
• Husbryggeriet Jacobsen (Jacobsen House Brewery)
• Carlsberg Venues

Products and services

• The Exhibition Self-guided 3,000 m² digital and interactive exhibition at the original 1847 Carlsberg Brewery that takes visitors through the history of the Jacobsen family, Carlsberg's scientific discoveries, the brand, and beer. Ends with a beer at the Carlsberg Bar. Adult 235 DKK / Youth 145 DKK. Recommended visit duration: 60–90 minutes.
• Beer Tasting

Quantifiable outcome

• Over 22,000 unopened bottles in the exhibition collection
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Seven partnerships are on record, tiered core, flagship and minor.

• MadklubbencoreStrategic or Co-development PartnerMadklubben operates the on-site restaurant at Home of Carlsberg, providing dining experiences including the Copenhagen Cooking long-table dinner events. The partnership combines Madklubben's culinary expertise with Home of Carlsberg's historic venue.
• Carlsberg GroupcoreStrategic or Co-development PartnerHome of Carlsberg is a wholly-owned entity of the Carlsberg Group, showcasing the company's heritage, brand, and brewing legacy. The site features Carlsberg products, brand history, and connections to Carlsberg Research Laboratory discoveries.
• Carlsberg Research LaboratoryflagshipTechnology or IntegrationThe on-site laboratory (founded 1875) continues Carlsberg's scientific legacy, with discoveries including yeast purification, pH scale, click chemistry (Nobel Prize 2022), and 0.0% alcohol yeast. Research is featured in the exhibition.
• Husbryggeriet JacobsenflagshipTechnology or IntegrationThe on-site brewery (Jacobsen House Brewery) experiments with innovative brewing techniques and flavors. Beer from Husbryggeriet is served at the Home of Carlsberg restaurant and sold at festivals.
• Copenhagen Jazz FestivalminorGTM or Marketing PartnerHome of Carlsberg participates in the annual Copenhagen Jazz Festival, hosting open-air jazz concerts in the Brewery Courtyard. Both free and ticketed evening performances are offered during the festival.
• Carlsberg VenuesminorChannel Partner/ Reseller/ DistributorRelated Carlsberg entity managing historical venues including the Carlsberg Museum, The Academy, and Carl's Villa, available for B2B events, conferences, and dinners.
• Carlsberg FamilyminorOthersNetwork of Carlsberg-related entities including Carlsberg Brand, Carlsberg Family heritage sites, and associated cultural institutions that share the Carlsberg legacy.

Scale indicators6 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Heineken Experience: Heineken's flagship brewery visitor attraction in Amsterdam. Closest geographic and conceptual comparable to Home of Carlsberg: original brewery site, interactive exhibition, beer tastings, guided tours, and rooftop bar. Same Nordic/Western European tourist demographic.
• Guinness Storehouse: Iconic brewery heritage experience at St. James's Gate in Dublin. Direct comparable to Home of Carlsberg: same category (global brewer's flagship visitor attraction combining exhibition, tastings, rooftop bar, and retail), similar pricing architecture, and comparable reliance on tourism + corporate group bookings.
• Jameson Distillery Bow St. Flagship distillery visitor experience in Dublin operated by Pernod Ricard. Comparable model: original 1780 site, guided tours, premium tastings, branded bar, and retail — strong adjacency to Home of Carlsberg's heritage + tasting + bar formula.
• Jack Daniel's Distillery: Flagship whiskey distillery experience in Lynchburg, Tennessee, owned by Brown-Forman. Comparable as a single-brand heritage attraction at the original production site, offering guided tours, tastings, and branded retail.
• Pilsner Urquell Experience: Heritage brewery tour at the original Pilsner Urquell brewery in Plzeň, Czech Republic. Directly comparable as an original-site brewery experience offering guided cellars, interactive exhibition, and tastings of the flagship brand.

Broad incumbents

• Tivoli Gardens: Copenhagen's iconic amusement park and cultural attraction. Competes for tourist time, ticket wallet share, and event calendars in Copenhagen — particularly relevant given Home of Carlsberg's evening/event programming (Jazz Festival, Friday bars).
• Louisiana Museum of Modern Art: Denmark's leading art museum north of Copenhagen. Competes for the cultural-tourism segment visiting Copenhagen, especially among international tourists combining paid attractions in a single trip.

Emerging players

• The Copenhagen Distillery: Local Copenhagen craft distillery offering tours and tastings. Comparable as a smaller, spirit-focused experience competing for the same Copenhagen beer/spirit enthusiast segment that Home of Carlsberg targets with its cellar tastings.
• Mikkeller Bar / Mikkeller Friends: Danish craft beer brand with multiple hospitality venues in Copenhagen and globally. Comparable from a Copenhagen craft-beer tourism perspective and overlaps with the local beer enthusiast segment targeted by Home of Carlsberg's tastings.

Regional players

• Carlsberg Museum (Gamle Carlsberg): The historic Carlsberg Museum operated under the Carlsberg Family entity at the same Valby site. Adjacent rather than directly competing — focused on museum/heritage interpretation while Home of Carlsberg is the commercial ticketed experience.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/home-of-carlsberg

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Home of Carlsberg