Carlsberg is bringing a touch of Scandinavian style to the UK festival scene this summer, with its Danish Quarter installation bringing an interactive experience to events including Latitude, V, Reading and more.

As well as two bars serving up Carlsberg, Carlsberg Export and Somersby cider, the installation is hosting live music and late-night DJs, while a gif booth allows festival-goers to share the fun on social media. Those seeking light relief from the mosh pit can even try their hand at Danish candle-making.

Speaking at V festival, Carlsberg brand activation and sponsorship manager Paul Morris said: "The Danes are very stylish, have a great work-life balance and like to open their mind to new things. Here in the Danish Quarter we're not only doing great beers and great music, we're also doing things like beer and food tasting with Danish restaurant Snaps & Rye."

The five-year sponsorship deal with festival organisers Live Nation is part of the brewer's £15m "The Danish Way" campaign, which aims to connect with millennial drinkers.

Paul added: "I feel it's our job as responsible sponsors to enhance the festival experience. The Danish Quarter is built out of sustainable Siberian larch wood, there's nothing else like it on site. People will think 'that's a cool place to go for a drink', and they'll remember it."

For more information visit www.carlsberg.co.uk/#!the-danish-way

 

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 Festival-goers enjoy the hygge at the Danish Quarter