1904 - Carlsberg pilsner is brewed for the first time

The Danish architect and artist, Thorvald Bindesbøll is commissioned to design the label that will redefine the look of Carlsberg beer forever. During the same year, Carlsberg also becomes the first Danish brewery to receive an appointment to supply beer to the Royal Danish Court. The crown in the Carlsberg label is a testament to this prestigious honor. Carlsberg's natural ingredients are symbolized by the label's hopleaf. For J.C. Jacobsen and son Carl, the look of the Carlsberg estate was also very important. Both father and son believed that attractive surroundings like art could raise a man's spirit. They wanted to explore new architectural styles for their industrial buildings and strove to create an aesthetic brewery.

Carl Jacobsen wanted to prove that a factory's chimney could be a work of art. He had Carlsberg's famous twisting chimney built in 1900. The star gate at the original entrance bears the symbol of the 12 pointed star. The 12 pointed star is the trademark of old Carlsberg. Carl Jacobsen's elephant tower is perhaps the best-known building on the estate. The elephants symbolise Carl's four surviving children. Jacobsen chose the symbol of the elephant because it represented strength, loyalty and industriousness; the perfect match to his motto Laboremus Pro Patria (let us work for our country).