Carlsberg has one of the most impressive brewing heritages in Europe and the beer which has flowed through the breath-taking Elephant Gates ­ commissioned by founder JC Jacobsen ­ at its Copenhagen brewery is now sold in 140 countries. It first came to the UK in 1868 and has been at the forefront of the lager revolution over the last 30 years. The company's slogan: Probably the best lager in the world' is still one of the best recalled advertising lines. Carlsberg has been one of the top five standard lagers since the beginning of the last decade and this year UK distributor Carlsberg-Tetley made extra marketing resources available to it. This included increasing the alcohol content from 3.4% to 4.2% and mounting a massive sponsorship and support package behind the Euro '96 soccer tournament.{{FOCUS SPECIALS}}

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