Minds + Machines, (LSE:MMX), announced today that Carlsberg, “the world-renowned brewery group, will participate in its .beer Pioneer program“.

Carlsberg has secured over 150 .beer domains, in a portfolio that includes their most popular brands such as baltika.beer, tuborg.beer, holsten.beer and kronenbourg.beer, as well as a variety of generic premium .beer names for use in future marketing projects and campaigns.

Niels Lund-Johansen, Carlsberg Group IP Director, is quoted as saying:
“As one of the four largest global brewers we were excited to learn about the new .beer top-level domain. It makes sense for us to register certain .beer domains for our brands as well as for new campaigns and promotions, as in the case of football.beer and quality.beer – words that are a natural fit for Carlsberg and our consumers.”

The Carlsberg Group, will use football.beer will help support the company’s far-reaching commitment to the football. Carlsberg is a leading sponsor of UEFA EURO 2016, the Barclays Premier League, and Liverpool Football Club.

Antony Van Couvering, CEO of Minds + Machines, is quoted as saying:
“The addition of a major brand like Carlsberg to the growing .beer community sends a strong message about the usefulness and value of new gTLDs. By using memorable, relevant domain names like quality.beer and football.beer as part of marketing campaigns, brands can find an immediate, direct route for consumers to find relevant content.”