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Tuborg Brewery

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Tuborgs Fabrikker
LocationFredericia, Denmark
Opened1873; 151 years ago (1873)
Annual production volume2 million hectolitres (1.7 million US beer barrels)[1]
Other productsSoft drinks
Owned byCarlsberg Group
Websitetuborg.com

Tuborg is a Danish brewing company founded in 1873 on a harbour in Hellerup, to the north of Copenhagen, Denmark. Since 1970 it has been part of the Carlsberg Group. The brewery's flagship, the Tuborg pilsner, was brewed for the first time in 1880.

History

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Tuborg in 1928.

The name Tuborg comes from Thuesborg ("Thue's castle"), a Copenhagen inn from the 1690s situated in the area of the brewery. This evolved and was adopted into local placenames, such as Lille Tuborg and Store Tuborg.[2] Tuborgvej in Copenhagen is named after the site of the original Tuborg brewery.

Tuborg's former mineral water factory is one of only five buildings left from the old brewery complex in Hellerup.
Poster by Erik Henningsen for Tuborg beer (1900), known as "the thirsty man".
The thirsty man in 1920

Philip Heyman (5 November 1837 – 15 December 1893) was a Danish-Jewish industrialist who co-founded in 1873 the Tuborg Brewery, together with C. F. Tietgen, Gustav Brock [da] and Rudolph Puggaard. After Heyman's death, the Tuborg Brewery merged with "De Forenede Bryggerier" in 1894,[citation needed] which through this way entered into a profit-sharing agreement with Carlsberg in 1903.[citation needed] Benny Desau, Heyman's son-in-law, was a director of De Forenede Bryggerier, followed by his son Einar Dessau in 1919.[3]

Tuborg in the 1900s. Arrangement of beer wagons at Tuborg, photographed at the 25th anniversary in 1900.
Port of Tuborg in 1907
The Tuborg bottle in 1888
Tuborg in the 19th century
Old Tuborg capsules (Fıçı means keg in Turkish).
The boiler house after the capture of Schalburg by Tuborgs Brewery’s in 1945.

During the Occupation, because of his Jewish background, Einar Dessau had to flee to Sweden in November 1943, where he joined the resistance work. After the war, he resumed his position at Tuborg.

In the last year of the war, Tuborg's boiler house was destroyed on the 5 January, or schalburgtage, but beer deliveries could still be continued the next day thanks to outside help.

Marketing

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People wearing Tuborg caps as rings.

In 1990 Tuborg launched their annual Christmas brew on the second Wednesday in November, with the marketing term "J-day"; "snestorm" (blizzard) and "snefald" (snowfall) are also used. 'J' stands for Jul (Christmas) or julebryg (Christmas brew). Similarly, there is a P-day for påskebryg (Easter brew). In 1999, J-day moved to the first Friday in November. Traffic police laid out an alcohol control plan for that evening.[4][5] In 2009 J-day was moved again to the last Friday in October,[6] but in 2010 it returned to the first Friday in November.

In 2022, Tuborg collaborated with Chinese rappers in a project called "Why Not!".[7]

Sponsorships

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In 2008, Tuborg announced a sponsorship deal with Reading and Leeds music festivals to become their exclusive Official Beer Partner, a position held in previous years by Carling. In 2009, it also arranged an exclusive deal with The Download festival to be the official beer and have a dedicated stage named after the beer.[8]

Tuborg also sponsors the Tuborg Image Awards, an annual music award presentation that takes place in Nepal.[9]

See also

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References

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  1. ^ "Tuborg Brauerei steigerte Umsatz um 25 Prozent" [Tuborg Brewery increased revenue by 25 percent]. adz.ro (in German). Allgemeine Deutsche Zeitung für Rumänien. 3 September 2016. Retrieved 24 October 2016.
  2. ^ "Det gamle København!". 2 January 2008. Retrieved 24 February 2017.
  3. ^ "Jyskeslægter - Einar Dessau".
  4. ^ "Politiet ruster sig til snebajer-ryk". Politiken.dk (in Danish). 1 January 2006. Retrieved 17 August 2016.
  5. ^ "Betjente holder klar ved værtshuse". Politiken.dk (in Danish). 31 October 2006. Retrieved 17 August 2016.
  6. ^ "J-dag kampagner". Archived from the original on 4 November 2009. Retrieved 31 October 2009.
  7. ^ Sayers, Sofia (23 August 2022). "Danish beer brand Tuborg creates "Why Not!" rap alliance in China". Dao Insights. Retrieved 25 November 2024.
  8. ^ "Reading & Leeds get Tuborg Lager". Archived from the original on 28 August 2008. Retrieved 27 August 2008.
  9. ^ "Tuborg Image Stage Awards". The Kathmandu Post. eKantipur.com. 13 November 2013. Archived from the original on 18 January 2014. Retrieved 4 April 2014.
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