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Denmark: Carlsberg A/S announced on April 8 that 40-year-old brewmaster Jens Magnus Eiken has been appointed head of Carlsberg's new Jacobsen brewhouse, which opens to the public on 1 June and is named after the brewery's founder J.C. Jacobsen (1811-1887).

As head of the new brew-house, the young brewmaster will play an unusual and attractive role in the industry. His job will be to meet the growing interest in speciality beers, which has become increasingly evident among Danish consumers too. This is to be achieved by developing and producing new types of beer, which take the best from J.C. Jacobsen's legacy and Carlsberg's more than 150-year history, and combine it with the taste experiences demanded by modern consumers. "Jacobsen is to be a hallmark of good, hand-brewed beer, and actively convey Carlsberg's cultural history through taste and experience," Jens Magnus Eiken says of his vision for the new brewhouse.

Four new speciality beers will be launched under the Jacobsen brand in conjunction with the opening of the brewhouse, and more will be added later – all depending on Jens Magnus Eiken, his team and demand from consumers.

Jens Magnus Eiken was a pharmacist when he got the chance to train as a brewmaster back in 1991. What particularly grabbed him about the profession was the chance to work simultaneously with microbiology, chemistry, people and management. Before joining Carlsberg in 1999, he served as production manager at Royal Unibrew (formerly Bryggerigruppen). Since 2003 he has been Group Innovation Manager and responsible for the development of beers for the Nordic market.

"Jens Magnus has the perfect background to take on the exciting challenges that await him at the new brewhouse, and to serve as a passionate spokesman for Carlsberg's speciality beers and the brewery's commitment to the continued development of the beer culture in the Nordic region," says Marketing Vice President Ken H. Andersen from Carlsberg Denmark.

The Jacobsen brewhouse is located in the middle of the brewery's Visitors Centre in Copenhagen, which attracts more than 150,000 people a year. Its opening will not impact on Carlsberg's production of speciality beers in the Semper Ardens range, which will continue.


10 April, 2005