On October 5, 2017, the groundbreaking ceremony for the new facility for the Holsten brewery im Heykenaukamp 13 (Hamburg-Hausbruch) was performed by Sebastian Holtz (CEO Carlsberg Germany), Iain Gow (Vice President Western Europe of the Carlsberg Group), and none other than Olaf Scholz, who was then the Lord Mayor of the city of Hamburg. In view of the historic importance and ambition of the project, the presence of these high level guests was not a surprise.