“When you look at where in our value chain carbon is emitted, around 14 per cent is from breweries, and 86 per cent is from outside of the breweries. According to Mr Hoffmeyer Boas, it hopes to achieve half of this target by 2022.

And it is already ramping up its efforts. The ‘ Together Towards ZERO’ programme sets out clear ambitions to be achieved by 2030: zero carbon emissions (through eliminating coal use and converting to renewable energy), zero water waste, zero irresponsible drinking and zero accident culture. In mid-2017 Carlsberg launched its most ambitious sustainability programme to date.