Our communication is based on “the audacious approach” of our brand
positioning. Hops, malt, yeast and water are not enough for us! This is all
you need to make a good beer according to the German Beer Purity Law.
But here at Karlsberg, we are convinced that there is another ingredient essential
to making an amazing beer: audacity. Because you only get outstanding taste
if you can be bold with your brewing. Being bold with your brewing is essential
to capturing the imagination of your audience. Boldness in brewing is essential
if you want to spread true happiness. Which is why we were also one of the first
to sell beer in cans in 1957, or to mix beer with cola for the first time in 1996.
Karlsberg has a reputation in the market as an innovator, and has never been
afraid to take audacious steps to consolidate this position.