Royal Beer is a high-quality beer brewed in Denmark. The brand covers all the biggest categories within beer (Pilsner, Classic, strong beer, organic beer, dark beer and alcohol-free beer) and finds its primary target group in men aged 25-45. The brand has a strong positioning within music through the Tak Rock initiative. Tak Rock supports the musical growth layer within Danish rock, and Royal Beer has been recognized as the beer brand in Denmark that does the most for music. In addition to Tak Rock, Royal Beer is the main sponsor at a number of different music festivals, e.g. Friday rock in Tivoli, Copenhell and SMUKfest.