At Carlsberg, we are constantly in pursuit of better. This is why we rebrewed from head to hop to create our new perfectly balanced Danish Pilsner, with a crisper, fuller flavour. It’s also why we looked to make your Latitude weekend better.

Of course, we can’t improve a line up that already promises the biggest, best and most exciting names in music, art, poetry, literature, comedy, theatre, food and dance. We certainly can’t top headliners including George Ezra, Snow Patrol, Lana Del Rey, Primal Scream and Underworld. And sadly, we can’t guarantee any miracles with the weather.

But we could look closer to home. Our Danish Quarter at Latitude is already the place to be – somewhere you can charge your phone and rest your feet, chill out with friends over a cold beer and see exclusive live performances from the best new bands around. But this year, you can now enjoy our brand-new brew in the Danish Quarter, so our beer will be as good as your weekend.

Need to know more? We’ve thought of that too. Sign up in advance for our Carlsberg Brew Lab here and our Brew Master James Wipperman will take you through the craft of the brewing process, revealing the different brewing secrets behind the range of beers Carlsberg produces. In a workshop held in the Danish Quarter on Friday and Saturday, James will reveal everything you could ever want to know about brewing to 30 beer buffs. He’ll use different hop oils to create a range of taste sensations and reveal exactly how Carlsberg rebrewed from head to hop to create a better beer. But of course, we believe the proof of the Pilsner is in the tasting. So our budding brewers will also sample a range of different beers and put their new expertise to the test. All in the name of science of course.

Is it possible to enjoy your festival pint even more? Probably.