Download and Latitude may not have been around in the 19th Century, but Carlsberg’s founder J. C. Jacobsen knew how to make his own fun back then. Always in pursuit of a better tomorrow, he held regular dinner parties for the brightest minds of his time, inviting scientists, artists, writers, actors and musicians to share their ideas over dinner. He was always in pursuit of better. And the same principles apply now. Can beer make your summer better? Probably.

Head to the Danish Quarter. It’s hard to improve the best weekend of the year. But Download, Latitude and Reading Festival won’t just have the most incredible line ups on the planet this summer. They’ll also host our Danish Quarter, where you can relax between bands, enjoy intimate live performances, charge your phone and try a crisp and refreshing new Carlsberg Danish Pilsner. We call that a job well done.

Learn a little. Some secrets are made to be shared. Love our new Danish Pilsner? This summer you can treat your tastebuds and expand your mind with our Brew Lab. Sign up for our workshops at select festivals to learn how we made a better beer and have a go at doing it yourself. Then watch for our special Brew Lab events around the UK, where you can be in the audience to hear conversations with some of the most influential thinkers and artists around. Be inspired. Be involved. Be better.

Make a difference. Don’t just look for change this summer. Be the change. Consider how you travel to festivals. Leave campsites as you found them at the end of the weekend. Use the bins provided and recycle what you can. And enjoy your new Carlsberg in our revolutionary Snap Pack, which uses an innovative technology to glue the cans together, eliminating the need for plastic rings. Small differences. Big impact.

Don’t wait for a reason to celebrate. We think Jacobsen was on to something. We don’t need a special occasion to invite friends round, share a meal and enjoy a cold Carlsberg together. Spending time with people we love makes every weekend better. That’s the Carlsberg way.