GSM Strategy Slide 1 Bottom-fermented beers B eer Ferm ented Beverages on G rain Base LagerFamily Bottom Ferm ented Beer Vienna Type (12-30 EBC ) M ünich Types (30-100 EBC ) LagerTypes (Pilsner) (<12 EBC ) Euro-PilsnerType (med.flavour) Märzen (5.5-6.5 ABV ) Tuborg Påske (C arls Påske) Tuborg Jul (SA W interRye) D ark Bock (6-8 A BV) (SA Bock) SA EasterBrew C 47 R ed Beers (5.5-8 ABV) Carls Jul (SA C erise) Black Beer (4-6 ABV) ”Classic” (4-5.5 ABV) C arls Lager* Tuborg C lassic T.Clas.G ylden Im perial ”Stout” (7.5-12 ABV ) C arls Porter Standard Porter (3-7 ABV) (C riollo Stout) American/Asian Style (low flavour) G erm an/Czech-Pils Type (high.flavour) (C.Pivo) Export(5-7 ABV ) SortGuld fruity flavour N on Alc.(<1 ABV ) fresh flavour N on Alc.(< 1 ABV ) Tuborg SuperLight Export(5-7 ABV ) G uld Tuborg Strong Lager (7-9 ABV ) Tuborg FF Strong Lager (7-9 ABV ) Elephant Very Strong Lager (>9 AB V) Very Strong Lager (>9 ABV ) M asterBrew C olour& Flavour A l c o h o l Low Alc.(1-3 ABV) C arlsberg Light Low Alc.(1-3 ABV) Std.Alc.(3-5 ABV) G røn Tuborg Std.Alc.(3-5 ABV ) C arlsberg Pilsner Lite Beer (4.0-5.5 ABV ) U S Lager (4.5-5.5) (Tuborg T-B eer) (T-BeerC itrus) MaltLiquor (>7 ABV) (C.Crown) (C .C apo) Baltic Porters (>100 EBC ) Low Alc.(1-3 ABV) KB H vidtøl D ark M ünich (4-6 A BV) C arls Special** (C arls Dark) J.O riginalDark Lager Carlsberg (Denm ark) SUB-SEGMENT CATEGORY SEGMENT *C om m unicated as D ark M unich **C om m unicated as Vienna Products in brackets are delisted, butrecipes are available Export(5-7 ABV) J.Extra Pilsner
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Products in brackets are delisted, but recipes are available
Export (5-7 ABV)J. Extra Pilsner
GSM Strategy
Slide 4
Jacobsen Original Dark Lager
• Launch: June 2005, brew after the original recipe of Jacobsen’s first beer!
• Type: Dark Munich Lager• Appearance: Warm reddish brown glow since it
is brewed with Munich and a hint of crystal malt• Aroma: Roasted, caramelised and malty aromas
from the floor-malted Munich malt blend smooth with the floral hoppiness from Hersbrucker hops.
• Taste: Light caramel sweetness with a smooth bitterness and a mild carbonation melting with the roundness from the long cold fermentation and maturation
• Alcohol Strength: 5.8% vol.• Enjoy: With lasagne, pizza, open sandwiches