You might have seen it written on our bottles - wonder what it means? In Danish it literally means "Staying still is going backwards" – it's been our motto since the very beginning and we still live by it.
Keep going, no matter what
In fact our founder Philip W. Heyman was such an entrepreneurial spirit that he had three mottos he lived by. Two of them were english: “Never defer” and “never give up”. Both incredibly powerful, they spoke to a general spirit and approach to living life, and that no matter what happens, you keep going.
“An unusual energy”
This spirit was clear to everyone who met Heyman, mentioning the “unusual energy” he possessed. However, “Never defer” and “Never give up” didn’t speak to the idea of a business always moving forward as powerfully as his third motto, which was the Danish “Stilstand er tilbagegang”.
Open, explorative and progressive
So not only was it clear to everyone that Tuborg was rapidly moving forward in the early years when Heyman was at the helm of the company. The decision to put the motto on the bottle is also a testament to our Denmark and the legacy of Heyman.
It’s an export of the key value of Tuborg: To stay open, to keep exploring and keep moving forward.
Because - why stand still when there is a whole world to explore?
Open to more?
We put a ring pull cap on our bottles. Ready to find out why?