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Promoting responsible drinking from day to night at the Roskilde Festival

As part of our work towards ZERO Irresponsible Drinking, the Carlsberg Denmark brand, Husbryggeriet Jacobsen, introduced a 0.5% IPA at the 2024 Roskilde Festival.

Our goal was to alleviate the pressure to choose an alcoholic drink by providing a tasty and appealing zero-alcohol option. 

Festivalgoers could choose from the Jacobsen DAG (Day) IPA and NAT (Night) IPA, the former being alcohol free but based on the same recipe. It was the festival’s first very own non-alcoholic brew.

This was the eighth year that Jacobsen has produced a special beer for the Roskilde Festival. Bringing an alcohol-free option helped people to drink responsibly throughout the festival without compromising on a great tasting beverage.

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