I can see how BBR Saatchi & Saatchi arrived at this idea. One that hails J.C. Jacobsen as a man who never compromised. It is true that J.C Jacobsen developed a method for propagating pure yeast, insuring that beer brews could stabilize in a way that they hadn't before. The yeast is named Saccharomyces Carlsbergensis and J.C. Jacobsen decided to give out the knowledge free to any brewer who wanted to use it, making Carlsberg the first 'open source beer', if you will. I too have tried to use this fun nugget of trivia in Carlsberg ads, because how cool is that? Open source beer, man.