Carlsberg Germany is driving its transformation into a multi-beverage company
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Today, people choose their beverages more consciously and based on the situation than ever before. Different occasions, individual needs, and new consumption habits shape expectations for contemporary beverages. Carlsberg Germany is specifically tailoring its product portfolio to these needs and, with a clear strategy, is evolving from a traditional brewing group into a modern multi-beverage company. In this way, the company is tapping into new areas of growth—with beer at its core and an ever-expanding product range.
The German beer market has been undergoing change for years. At the same time, attractive growth opportunities are emerging in adjacent beverage categories beyond the traditional beer segment. Carlsberg Germany is therefore consistently aligning its portfolio with four strategic growth areas: mild beer styles such as lager and Helles, non-alcoholic beers, cider, ready-to-drink products, and soft drinks. These are geared toward changing consumer needs, create new moments of enjoyment, and tap into new target groups for sustainable growth.
There is a particular focus on expanding the non-alcoholic product portfolio. Carlsberg 0.0 is one of the most dynamic growth drivers in this area: While the market for non-alcoholic 0.0% beers grew by about 12 percent in 2025, Carlsberg 0.0 grew by approximately 50 percent, outperforming the overall market by a wide margin. With the launch of the new Carlsberg 0.0 can in mid-July 2026, Carlsberg Germany is further strengthening its presence in a particularly fast-growing packaging format. The can appeals especially to younger target groups and creates additional occasions for consumption. Carlsberg Germany is already one of the leading providers in the growing canned beer market and ranks second in Germany in this segment.
Long-Term Strategy with a Clear Course
The transformation into a multi-beverage company is the result of a consistent strategic focus. As early as 2014, Carlsberg Germany established the then-nascent cider category with Somersby and developed the brand into today’s market leader in Germany. Since then, the portfolio has been continuously expanded—from non-alcoholic beer offerings to Somersby Zero, the first cider without alcohol, calories, or sugar, and on to the entry into the soft drink category. The launch of Lübzer LÜMO in early 2026 marks an important milestone: With its first in-house lemonade, Carlsberg Germany is strategically expanding its portfolio into carbonated soft drinks. At the same time, the company is also driving technological innovation: With the introduction of the DraughtMaster dispensing system in 2017, new standards in quality, freshness, and shelf life were set for the foodservice industry. Since late 2025, the Italian sparkling wine Il Bardo Cesello Frizzante has also been flowing from the tap, opening up attractive revenue potential for the hospitality industry, particularly in the growing aperitif segment.
Investments for Further Growth
This transformation is accompanied by extensive investments in the future. Guided by the “Brewing Tomorrow” vision, Carlsberg Germany is modernizing its production network to optimally support the needs of a modern beverage company. This includes, among other things, a new brewhouse for the Lübz site, the efficient expansion of capacity in growing segments, and measures to decarbonize the breweries. The goal is to create the best possible conditions for further development while simultaneously contributing to the company’s ambitious sustainability goals.
A Fresh Start Under New Leadership
Since February 2026, Carlsberg Germany has been led by CEO Anders Krantz, who is playing a key role in driving the company’s expansion into a multi-beverage enterprise. An experienced strategy expert, he has held several international leadership positions within the Carlsberg Group and, most recently as Vice President of Group Strategy, played a pivotal role in shaping the Group’s key future initiatives. His experience in portfolio development and growth is supporting Carlsberg Germany’s expansion beyond the traditional beer business.
“The beverage market and our consumers are changing—and we don’t just want to react to this change; we want to actively shape it. With our established brands, a clear focus on future markets, and the courage to break new ground, we are ideally positioned to successfully advance our company. This is how we create sustainable growth for our customers, our partners, and Carlsberg Germany,” says Anders Krantz, Managing Director of Carlsberg Germany.
The company is thus sending a clear signal to retailers, the foodservice industry, distribution partners, and consumers: Carlsberg Germany is continuously expanding its product portfolio and strengthening its position as a reliable and innovative partner in a changing beverage landscape.
