Carlsberg UK has kick started the festival season in Scandinavian style with its new Danish Quarter at Latitude Festival.  The quarter will travel to festivals including Reading and Virgin V Festival Hylands Park. 

The five-year landmark sponsorship deal with Live Nation, the world’s leading live entertainment company behind some of the largest festivals in the UK, will underpin the £15m ‘The Danish Way’ campaign. This year, Carlsberg makes its debut as the Official Beer and Somersby Cider returns as the Official Cider across the Live Nation portfolio in the UK.

The Danish Quarter will bring a touch of hygge to festivals. Entertainment on offer will include live music, late-night DJs, a GIF booth and Danish masterclasses. The Carlsberg Brew Master, Bhavya Mandanna, will also work alongside Danish restaurant Snaps+Rye to pair the best brews with Scandinavian treats.

The Carlsberg Export VIP bar will be supporting the activity and bringing ‘The Danish Way’ to a host of other festivals taking place across the summer, including Leeds, Virgin V Festival Weston Park and TRNSMT.

Liam Newton, vice president marketing at Carlsberg UK commented: “The Danish Quarter has been designed to amplify all of the fantastic activity we’ve been implementing both in the on and off-trade as part of our ‘The Danish Way’ campaign. As we continue to focus our efforts on connecting with millennial drinkers, we see this as another interactive and engaging key brand touch point in line with the broader strategy.”