Carlsberg are bringing the taste of Copenhagen to Suffolk as our hygge headquarters returns to this weekend’s Latitude festival.
Festival-goers will have the chance to soak up hygge vibes and embrace their inner Dane at this year’s newly improved Danish Quarter.
A series of betterments for this summer include a bigger bar, more phone charging points and increased bandwidth of free Wi-Fi to enable guests to stay better connected with friends on site or at home. The Danish Quarter will also boast unmissable acoustic live sets from 3pm each day, DJs until 2am every night and of course, cool refreshing Carlsberg.
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.”
On Friday and Saturday morning guests at Danish Quarter will be treated to a bread making workshop where they will learn the history and methods of Danish baking and the details of different grains before baking their own piece of bread. The fully interactive 45-minute session will be led by head baker Christoffer Hruskova of The Bread Station. They specialise in the traditional Danish baking principles of natural bread, using a natural fermentation for superior, 100% organic breads.
Each day in the Danish Quarter, 30 festival-goers will also get a chance to create their very own festival wristband to wear for years to come as part of a workshop by textile artist and lifestyle blogger Mary Maddocks, who creates woven tapestries and jewellery inspired by the natural world.
Fresh from making their debut at Nashville’s Grand Old Opry, folk-Americana quartet The Wandering Hearts will kick things off on Friday who are already garnering comparisons to the likes of Fleetwood Mac. Ariana and The Rose play Saturday with their unique brand of performance. Ariana’s honest synth-driven songs have gained a huge following online and she’s bound to cast her spell further at Latitude. Sunday will be wrapped up by London-based band Up Down Go Machine, who have attracted rave reviews for their punchy but delicate folk melodies.
The full Danish Quarter programme begins at 5pm today.
Find out more
Live Nation and Carlsberg
In 2017, Carlsberg extended their partnership with Live Nation, the world's leading live entertainment company. The agreement gives unprecedented Partner, Sponsorship and Official Supplier rights for Live Nation’s festivals, venues and Academy Music Group venues throughout the UK. In addition, Carlsberg becomes the Official Beer and Somersby Cider the Official Cider as part of a continued focus to connect with and engage millennial drinkers.