Brand Book 2023
Mikkeller...
Is the adventurous story of a beer loving Danish math- and physics teacher, who started experimenting with hops, malt and yeast in his small kitchen in Copenhagen.
Today he exports his craft beer to 40 countries, with just as many Mikkeller locations. The inventive and constant development of Mikkeller has resulted in a brewery internationally acclaimed for innovation and quality.
Mikkeller is first and foremost beer...
Showcasing all possible styles and ingredients, this is a universe whose endless possibilities include hops, malt, barrel aging, spontaneous fermentation, coffee, passion fruit, cherries, chilli, yuzu, chocolate and more. But it does not stop there.
We also operate bars and restaurants around the world, host an internationally-renowned beer festival and have a world-wide running club with +150 branches in cities around the world.
Purpose, Vision & Mission
Our Purpose
To inspire and excite the world of craft beer.
Our Vision
To create the most fun, inspiring and adventurous beer experiences in the world.
Our Mission
We believe that quality, innovation, and passion are the keys to creating truly exceptional experiences. We also believe in the power of community and collaboration as a mean to drive creativity and bring life to new ideas.
Our goal is to create new adventurous and curious beer lovers and to provide exciting, challenging, and playful experiences that will inspire people to drink high quality craft beer and become Mikkeller devotees for life.
Core Values & Definitions
Quality
is our commitment to the uncompromising pursuit of perfection in every part of the brewing process and the beer experience.
It’s not about finding the easiest or cheapest solution, but always the best solution.
Innovation
is at the cornerstone of our trailblazing approach to brewing, we’re constantly challenging traditional norms and redefining what beer and the beer experience can be.
We don't’ stand still, but continue to push the boundaries of what’s possible.
Passion
extends beyond the brewery walls and resonates with the community of beer enthusiasts.
Our passion for beer is contagious, inspiring and captivates those who appreciate the craft. We actively engage our audience, fostering a sense of shared excitement and creating a vibrant and inclusive beer community.
Fun
is an integral part of the Mikkeller culture, we aim to add an element of joy, excitement, and playfulness to the world of craft beer.
We believe that beer should be enjoyed in a lighthearted, informal and entertaining way, creating experiences that evoke smiles, laughter, and a sense of delight amongst the community.
Inclusion
is a fundamental value that guides our approach to brewing and beer culture. We believe that beer should be a unifying force, breaking down barriers and creating an inclusive environment where everyone feels welcome and represented regardless of race, gender, sexual orientation or disability.
These longtime best friends have been travelling the World as super stars of the international craft beer scene, and they have an impressive line of amazing adventures on their CVs playing the leading roles in most of Mikkeller's artwork.
RGB 53, 124, 79
RGB 15, 15, 84
RGB 143, 92, 53
RGB 136, 44, 41
RGB 53, 124, 79
RGB 240, 183, 173
RGB 207, 181, 188
RGB 218, 58, 53
RGB 218, 58, 53
RGB 53, 132, 186
RGB 106, 79, 152
Sub Brands
Collaborations
Collaborations Include: Budvar, H.C. Andersen, B&O, SAS, Gaffel, The Danish Red Cross, Uerige, Weingut Meierer, Burger King, Gulpener, Edwin Europe, The National, Warner Bros., David Lynch, The Danish Refugee Council, Le-fix, Trentemøller, Louis Poulsen, Rick Astley, El Cellar de can Roca, Alinea, Omnipollo, Coffee Collective, Lentz Confectionary, BEC, Rezet, Soundboks, Strandberg Publishing, Spine Studio and many more.
Throughout 2021 Mikkeller supported him and the Red Cross through different activities and collected more than 1.3 million DKK.
Many years later, faith brought the brewer and the pop legend together. Mikkeller & Astley have teamed up for several brews, and today Astley is the co-owner of Mikkeller’s bar and brewpub in London.
This unique drop featured a combination of edgy metal vibes and cool street culture, merging two distinct styles.Both garments have a custom and cool Le Fix version of the WarPigs logo on the back and down the sleeves, as well as the iconic classic WarPigs logo on the front.