Royal Beer is a high quality beer brewed in Denmark. The brand covers all major categories within beer (Pilsner, Classic, strong beer, organic beer, dark beer and non-alcoholic beer) and finds its primary target in men aged 25-45. The brand has a good position in music through the "Thanks Rock" initiative."Thanks 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 the music scene. In addition to "Thanks Rock", Royal Beer is the main sponsor of a variety of music festivals, e.g. Fredagsrock i Tivoli, Copenhell and SMUKfest.