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28th August 2017

J.C. Jacobsen, The Founder of Carlsberg, Takes The Stage for a Posthumous TEDx Talk in Copenhagen

To celebrate its 170th anniversary, the Carlsberg Group brought back its founding father to share his life philosophy with the whole world during a unique TEDxCopenhagen event in the New Carlsberg Glyptotek.
TEDxCopenhagen hosted an exciting day of talks at the New Carlsberg Glyptotek, in Copenhagen, under the theme of ‘Trust Uncertainty’ on Wednesday 23rd August. Five carefully selected speakers shared their views on the uncertainty of existence, the challenge of predictability, the force of coincidence and adventure, and the challenge of turning insecurity into new interesting facets of life.
For the highlight of the event, TEDxCopenhagen and Carlsberg Group brought J.C. Jacobsen back to life using hologram technology for a truly unique experience. The life philosophy is embodied in the title of the TEDx talk: ‘Why you should answer every question with Probably.’
J.C. Jacobsen was a true pioneer. In times of yeast sickness, which affected the entire brewing industry, J.C. Jacobsen decided to share his revolutionary pure yeast across the world, probably making him the one of the first business leaders to work open source. In 1876, he left his company to the Carlsberg Foundation, which today oversees the Carlsberg Group, and supports basic research within natural sciences, social sciences and humanities. Before the term ‘brainstorm’ was coined, J.C invited leading thought leaders from arts, politics and other disciplines to share their ideas.
As an innovative mind is timeless, it seems only natural that the late brewer should share his life philosophy on an innovation platform like TEDx, in order for the whole world to benefit from it.
J. C. Jacobsen was brought to life using the latest techniques in hologram technology – allowing J.C to interact with the audience and respond to questions.
Carlsberg Group CEO Cees ‘t Hart comments, “We want to use our 170 year anniversary to celebrate the past and toast to the future. Carlsberg has been brewing for a better today and tomorrow since 1847. A better today through better beers and a better tomorrow through investments in science and sustainability. Today’s recreation allows more people to experience our founders unique mentality of pushing the boundaries and sharing with the world.”
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About Carlsberg UK
Carlsberg UK brews and sells premium quality beers, including Carlsberg, Carlsberg Export, Poretti, Grimbergen, Celia and Tuborg, as well as holding the UK brand licence for San Miguel, Mahou and the Brooklyn Brewery craft beer portfolio. To find out more about the company, its brands, its sustainability work and how to become a customer, visit: or follow the story on Twitter @CarlsbergUKCorp.