Yes, please. Carlsberg or Tuborg? Life was so simple in the old days. Almost up to the year 2000. We Danes drank pilsners and there were two to choose from. And a bit. Certainly a couple of places in the country opened micro-breweries in connection with restaurants but this was not about evolution and definitely not a revolution.

But then it began. From around the millennium and to date, over 100 larger or smaller micro and hand-breweries have opened in Denmark. The majority of them still exist, even though the sceptics have begun to say that there is surely no more room or need for more. At the same time, one of the fastest growing interest groups here in Denmark is Danske Ølentusiaster (Danish Beer Enthusiasts), which gathers consumers and beer brewers. And the sale of special beer is the fastest growing category in the entire Danish grocery sector.

The beer revolution is due to two things: some enthusiasts who want something more in beer and therefore passionately throw themselves into often risky brewing projects and the Danish beer drinkers' wish to try something other than the standard pilsner. This is combined with a general consumer desire for traceability, about local products, about quality and about knowing what has been put in our food.