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    You are here: Company information - Carlsberg Breweries A/S

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    Company information
    Mineral water, Juices and Soft drinks

    Carlsberg Breweries A/S

    Denmark, København

    08.11.2018   Carlsberg chose the global ink manufacturer hubergroup as main supplier for their beer labels    ( Company news )

    Company news The global demand for greener products is growing year by year. Brand owners are responding by increased efforts to optimise not only their products, but also the sustainability of related packaging and other print material. For this reason, the market leading ink manufacturer hubergroup was by mid-2017 the first manufacturer to launch globally a wide range of Cradle to Cradle certified™ ink series and coatings for sustainable offset and gravure print products.

    Photo: Launching Carlsbergs ‘Greener Green’ campaign: Douglas Mulhall (EPEA, Cradle to Cradle), Mark Töpfer (Töpfer Kulmbach GmbH), Julian Marsili (Carlsberg Breweries A/S), Jörgen Rietveld (hubergroup Deutschland GmbH).

    As part of Carlsberg’s ambitious sustainability programme “TogetherTowardsZERO”, the company is making its products more sustainable and ensuring that consumers can live more sustainable lives. To that end, Carlsberg looked at the entire value chain to improve every part of its packaging, and that also included the ink for their beer labels. To help with that, the company chose hubergroup as the main ink supplier for their beer labels in selected markets.

    During an exclusive event held in Copenhagen in September, Carlsberg revealed a series of exciting innovations developed in partnership with hubergroup, and at the same time highlighted hubergroup for its great commitment to roll out better and more environmentally friendly inks in front of the gathered trade press: “Printing inks have major impacts on the recyclability of packaging because they are often recycled along with paper fibers. To improve the recyclability of Carlsberg labels in selected markets, we are using the hubergroup Eco-Offset Ink Premium Plus, which is Cradle to Cradle Certified™ at the Silver level,” say Carlsberg Brand Director Julian Marsili from the Carlsberg Group.

    The Global Product & Portfolio Manager SF/UV of hubergroup Bernd Groh stated during an interview at the annual Cradle to Cradle Congress in Lüneburg: “As one of the first global ink manufacturers, we have taken up the challenge of re-designing our standard sheet fed offset and liquid ink portfolio to C2C certification. And with great success as you can see with the Carlsberg project, which was possible in no small part by the strong support of Healthy Printing Initiative, founded by EPEA in Hamburg, which is one of the most important platforms to enable sustainable printing for packaging manufacturers and printers. Print the change - print sustainability!”
    (Hubergroup Deutschland GmbH)
    23.08.2016   Italy: Retail beer sales up 6.9% in value in January-May this year    ( )

    Italian beer sales, in the retail channel, have grown by 6.9% in value, and by 4% in volume, during the first five months of 2016, compared to the same period in 2015, ESM reported on August 17.

    According to data published by IRI, total turnover amounted to €1.2 billion, with “speciality” beers, although still representing a niche market, boosting the growth.

    Light pale ales (representing 95% of sales) grew by 4.3%; flavoured beers were up by 36%, red and pale ales (+6% alcohol) grew by 14%, while weiss beer increased by 8%.

    Italy is third in Europe for the number of microbreweries, producing 445,000 hectolitres in 2014, equivalent to 3.3% of the total production.

    The three major players (Heineken, Peroni (SABMiller), and AB InBev), together account for 66% of the overall beer market in Italy, according to IRI.

    For its part, the Italian Association of Beer and Malt Producers (Assobirra) claims that Heineken has a 28% in volume, followed by SABMiller (18.6%), AB InBev (8.7%), and Carlsberg (6.1%).
    18.05.2015   Myanmar: Carlsberg starts selling locally brewed Tuborg and Yoma beers    ( )

    Carlsberg has launched sales of its locally brewed Tuborg and Yoma brands in Myanmar as it seeks to become the first post-sanctions foreign producer to break into a growing beer sector dominated by state and military-backed enterprises, Reuters reported on April 22.

    The firm began sales before Thingyan, providing domestic competition to market leader Myanmar Brewery.

    Carlsberg Asia Region senior vice president Roy Bagattini said in a statement when the firm first announced it would come to Myanmar that the Danish company had closely followed developments in the country and was encouraged by recent political developments.

    "We believe that the timing is right for us to invest," he said in January of 2013. "We expect that the Myanmar beer market will grow strongly in coming years as the economy expands."

    Carlsberg established a local partnership with Myanmar Golden Star Breweries (MGS) in 2013, taking a 51 per cent stake in their joint venture Myanmar Carlsberg Co Ltd, and building a US$50 million brewery in Bago.

    The brewery's sales began for Tuborg, an international brand, and Yoma, a brand created for the local market, in April. Tuborg's pricing is to be similar to Tiger, and the beer is available in kegs, cans and bottles, while Yoma is not yet available in bottles. Eventually, Carlsberg-branded beer will also be introduced, aiming at a premium market segment.

    Both Tuborg and Yoma are intended to challenge Myanmar Beer, the dominant brand in the sector owned by Union of Myanmar Economic Holdings, a conglomerate close to the military.

    Competition is set to grow further for Myanmar Brewery with Dutch rival Heineken also slated to enter the market with its own brewery.

    Myanmar's average alcohol consumption lags regional economies. Standard Chartered research from 2014 put domestic consumption at 4 litres per capita per year, though adding consumption is still in its infancy and shows growth potential.

    Figures from Euromonitor International show that the legal beer market – excluding black market imports, mostly from Thailand -- hit 172 million litres in 2013, posting annual growth of 5.5pc since 2009. In dollar terms, beer sales amounted to US$265 million in 2013, and have posted 14pc growth over 2009-2013. Annual growth of 21pc is expected between 2014 and 2018, when the market will reach $675 million, according to Euromonitor.

    Carlsberg’s Yoma has been tailored to Myanmar tastes and uses rice in the brewing process - as does Tuborg.

    "Ask a Myanmar [person] what they want in an alcohol, they've got it," said Carlsberg Myanmar marketing director Birgitte Weeke.

    "Everyone said Yoma is like when you leave all your luggage, sit on a mountain top, and it's refreshing ... The whole concept is about everything is changing quite fast, and you kind of need a bit of a chill out."

    Carlsberg's newest international brewery may be the new kid on the block, but it aims to build share in an expanding market. While the eventual leader remains to be seen, Myanmar's beer drinkers will benefit from having more options to fill their mugs.

    26.02.2015   World: Carlsberg names new CEO as from June 2015    ( )

    Danish brewer Carlsberg named a new chief executive on February 18 and warned that problems in Russia and Ukraine would weigh on earnings again this year.

    Dutchman Cees 't Hart, the head of dairy company FrieslandCampina, will become Carlsberg chief executive in June. He replaces Jorgen Buhl Rasmussen who turns 60 this year and had told the board that he wanted to take a step back into non-executive roles.

    "It's a decision we both agreed upon is the right thing for Carlsberg, and also right for Jorgen to move on in his non-executive career," Chairman Flemming Besenbacher told reporters.

    For seven years Rasmussen has fought a tough battle as sales in Russia, Carlsberg's main market after the acquisition of the Baltika brand in 2004, had been affected by tighter regulations and more recently a sanctions-hit economy.

    "Maybe his energy has been exhausted, and this change will definitely bring a breath of fresh air into the company," analyst Morten Imsgard from Sydbank said.

    New CEO 't Hart has run FrieslandCampina, one of the world's largest dairy companies, for six years and steered the group through a large merger and substantial growth in Asia, a key focus area for Carlsberg as well.

    Prior to that he had worked for consumer goods company Unilever for 25 years.

    Carlsberg reported a 22 percent fall in fourth-quarter operating profit, hit by 32 percent lower sales in Eastern Europe mainly due to problems in Russia.

    Operating profit before special items dropped to 1.79 billion crowns ($276 million) from 2.3 billion crowns a year earlier, missing analysts' forecasts for 1.93 billion crowns. Its shares fell two percent.

    The world's fourth largest brewer expects underlying operating profit to grow by less than 10 percent this year when its eastern European operations will again act as a brake.

    "While we expect our Western Europe and Asia regions to continue their positive development, the expected GDP decline and currency devaluation in Russia and Ukraine will put significant pressure on the group's overall performance," Carlsberg said.

    Carlsberg's large global competitors, Anheuser-Busch InBev, SABMiller and Heineken, are less dependent on the Russian market than the Danish brewer.

    Carlsberg said in January that it had decided to close down two of its 10 breweries in Russia, a market that has declined more than 30 percent since 2008.

    However, outgoing CEO Rasmussen told reporters that leaving Russia was not an option for Carlsberg.
    23.06.2014   Russia: Government takes the first step to limiting the size of plastic beer bottles    ( )

    Russia took the first step on June 11 to limiting the size of plastic beer bottles, part of a government effort to promote healthy lifestyles by reducing the supply of cheap alcohol, Reuters reported.
    The lower house of parliament passed a bill on the first reading that says only beer with alcohol content of 6 percent or less can be sold in plastic bottles, and limits their size to 1.5 litres. The law would go into effect Jan. 1, 2015.
    The bill, which faces three more votes in parliament before President Vladimir Putin can sign it into law, would gradually reduce further the alcohol content of beer sold in plastic bottles and the size of the containers.
    From July 1, 2015, only beer with up to 5 percent alcohol content could be sold in plastic bottles, which must contain no more than 1 litre. From 2016, the limits would drop to 4 percent alcohol content and 0.5-litre plastic bottles.
    The restrictions would augment a ban on the sale of beer in street kiosks at all times and in shops from 11 p.m. to 8 a.m., as well as advertising restrictions put in place after Putin began a campaign to improve Russia's demographics.
    Those measures - and excise tax hikes - have hit the market hard, prompting brewers to cut forecasts and close plants.
    The Russian beer market, which has slumped by 25 percent since 2008, is dominated by four international companies - Carlsberg, Anheuser-Busch InBev, Heineken and Anadolu Efes.
    Danish brewer Carlsberg in May cut its outlook for the Russian market and now expects it to decline by mid-single-digit percentages in beer volume in 2014, compared with earlier guidance for a low-single-digit decline.
    The Russian government started to tighten beer market regulation in 2010 by tripling excise taxes, followed by restrictions on sales, advertising and consumption, as part of a campaign to curb alcoholism.

    Here are some milestones that have changed the market landscape:
    Russia hikes beer taxes by 200 percent.

    Russian President Dmitry Medvedev signs a bill that classifies beer as an alcoholic drink. Most provisions of the law will come into effect in 2012 and 2013, extending to beer regulations that had already been applied to stronger spirits.
    Excise taxes rise by 11 percent.

    Russia bans beer drinking in public places and TV, Internet, and outdoor advertising of beer.
    Excise taxes rise by 20 percent.

    Russia bans beer sales in kiosks and other non-stationary places and bans beer sales elsewhere from 11 p.m. to 8 a.m., excluding bars, cafes and nightclubs. Regional authorities may set their own time limits and in some regions beer sales are now banned between 9 p.m. and 11 a.m.
    Beer advertising ban is extended to printed media.
    Excise taxes rise by 25 percent.
    Russian deputies call for an increase in the legal drinking age to 21 from 18. A bill is submitted to the State Duma lower house of parliament.
    Russian brewers agree to voluntarily stop selling beer in plastic bottles of more than 2.5 litres, or 2 litres for beer with an alcohol content above 6 percent, from 2014, amid calls from some parliamentarians to ban beer in plastic bottles completely.

    Excise taxes rise by a further 20 percent.
    The lower house of parliament takes the first step towards limiting the size of plastic beer bottles.
    21.08.2013   Financial statement as at 30 June 2013     ( Company news )

    Earnings growth sustained despite tough European markets

    Unless otherwise stated, comments in this announcement refer to half-year performance.

    Financial highlights
    • Organic net revenue up 2% to DKK 32.9bn (Q2: +2%).
    • Price/mix of +1% with a significant improvement in Q2 in Russia versus Q1 as expected.
    • 4% organic operating profit growth to DKK 4,096m (Q2: +1%) driven by double-digit growth in Asia and Eastern Europe (Q2: DKK 3,435m).
    • 5% adjusted net profit growth to DKK 2,247m (Q2: -1%). Reported net profit was lower than last year due to the DKK 1.7bn gain (pre-tax) last year from the sale of the Copenhagen brewery site.
    • 2013 outlook maintained.

    Operational highlights
    • Challenging market conditions across Europe with Russia being impacted by outlet closures and Western Europe cycling tough EURO 2012 comparables.
    • Solid market share improvements in Eastern Europe (+130bp in Russia to 39.2%) and Asia. Flat market share in Western Europe.
    • Flat organic beer volumes with growth in Asia and Eastern Europe offsetting weaker volumes in Western Europe.
    • Following a successful go-live of the supply chain integration and business standardisation project (BSP1) in Sweden, we are on track preparing for implementation in Norway and the UK.
    • The international brands Tuborg and Somersby performed well with volume growth of 12% and 85%, respectively. The Carlsberg brand declined 10% in premium markets due to tough comparisons with last year’s EURO 2012 activities where the brand grew 13%.

    Commenting on the results, CEO Jørgen Buhl Rasmussen says: “For the first six months, the Group achieved earnings growth despite challenging market conditions in Western and Eastern Europe. Our Asian business again delivered impressive volume and earnings growth. On the back of the Q2 results and the start of Q3, we're on target to deliver on our 2013 expectations. The ongoing challenging market conditions underpin the importance of our continued efforts to make our business more efficient and the initial results from the implementation of BSP1 in Sweden give us confidence that we're on the right track. We will, however, also maintain an ambitious commercial agenda with continued investments in our brands and innovations, while constantly upgrading our sales and execution capabilities. These are delivering satisfying market share improvements.”
    (Carlsberg Breweries A/S)
    02.07.2013   Ukraine & Russia: Carlsberg Ukraine starts shipping Lvivske Svitle beer to Russia    ( )

    Carlsberg Ukraine, one of the largest breweries in Ukraine, in June 2013 started supplying Lvivske Svitle beer to Russia, Interfax reported on June, 25.

    "Carlsberg Ukraine has started supplies of Lvivske Svitle beer – the most popular brand in Ukraine – to the traditional retail market and supermarkets of Moscow and the central region of Russia," reads the company's report issued on June, 25.

    The beer will be sold in PET one- and two-litre bottles.

    The company expressed hope that the Lvivske brand's entrance to the Russian market will allow it to strengthen its positions in the exports segment from Ukraine.

    Carlsberg Ukraine also said that among beer brands, Lvivske is second on the Ukrainian market with a share of 13.3% at the end of the first quarter of 2013.

    The owner of Carlsberg Ukraine is Carlsberg Group, one of the leading brewing groups in the world. Carlsberg three breweries in Ukraine - in Zaporizhia, Kyiv and Lviv.

    In Ukraine, the company markets such brands as Slavutych, Lvivske, Tuborg, Baltika, Carlsberg, Holsten, Corona, Arsenal, Khmіlne, Kvass Taras, Negra Modelo, Somersby, Guinness, Kilkenny, Harp and Warsteiner.
    22.05.2013   Africa: Heineken trying to attract female drinkers with lemon-flavoured Radler beer    ( )

    A thirst for beer among Africa's middle classes is driving the world's biggest brewers to invest on the continent, but getting women to drink the beverage is another matter, Reuters reported on May, 13.

    One brewer, Heineken, is attempting to woo the elusive female African drinker with a sweeter, low-alcohol beer made from malt and lemon that it hopes will persuade them to try its other lagers.

    Siep Hiemstra, head of Heineken's African operations, said beer consumption on the continent was still predominantly male, but the new drink, Radler, with a 2-3 percent alcohol content, could change women's perceptions.

    "For female drinkers this is the first step towards the beer category," Hiemstra said. "If that is the case, it will probably also allow them to enter the beer category and taste a nice Heineken."

    The Dutch brewer, which operates in 20 African countries and competes with SABMiller and Diageo , introduced Radler in the Democratic Republic of Congo (DRC) last month and plans to launch it elsewhere in Africa and Western Europe this summer, Hiemstra said.

    Heineken is not alone in trying to tap the market for women drinkers. Danish brewer Carlsberg, for example, has the Eve brand of lychee-flavored lower alcohol beer.

    However, some beer makers have struggled to make inroads, with Molson Coors axing its lower-alcohol, fruity Animee brand in Britain a little over a year after launch.

    The rising spending power of Africa's middle classes has propelled the expansion of its beer market, which is forecast by some to grow 50 percent over the next ten years. By 2020, analysts at Plato Logic expect Africa to represent 7 percent of global beer sales, from around 6 percent now.

    Hiemstra said Heineken, which has invested $2.2 billion in Africa since 2005, wants to focus on consumers trading up from home brews, bought by the majority of Africans, rather than competing with locally made beers.

    Commercial brewers sell only one in five litres of beer on the continent but branded beers are growing in popularity.

    "Our mission is to make sure that we are ready for people when they want to move on from beers made in home breweries," Hiemstra said.

    Markets such as Nigeria, Kenya, South Africa and Ethiopia, where Heineken bought two breweries in 2011 and is constructing a third, have been key drivers of its growth on the continent, he added.

    Heineken, which opened its first African brewery in what is now the DRC in 1923, is also looking to develop new sources of raw materials in order to meet its target of getting 60 percent of supplies locally by 2020, from around 50 percent now.

    It is in the process of setting up a supply chain to improve barley production in Ethiopia and is exploring how it can source cassava from Nigeria, the world's biggest producer of the tuber, Hiemstra said.
    15.05.2013   Myanmar: Beer industry set to grow rapidly with four new brewery licenses offered by the government    ( )

    Despite Myanmar’s comparatively low beer sales, the largely untapped industry is set to grow rapidly with four new brewery licenses offered by the government, Mizzima reported on May, 9.

    Speaking at the Myanmar Consumer Summit at Yangon’s Park Royal Hotel on May, 9, Myint Zaw, senior CEO of Myanmar Brewery Ltd, said, “There is huge room to grow for hard liquor and beer in Myanmar. Every year the market growth has been quite significant.”

    However, expansion in the industry is limited with companies needing to invest massively in marketing, while most expand into the soft drinks market to make real gains, he said.

    “Beer is still low compared to other [drinks] categories in Myanmar,” said Ralf Matthaes, regional managing director of TNS Indochina, a consumer consultancy group that opened a Yangon office in March. He also noted that while there was a smaller penetration of beer, there was in fact a higher consumption rate among the individual population.

    There are currently three breweries operating in Myanmar: Myanmar Brewery Ltd, a joint venture (JV) between Union of Myanmar Economic Holdings with Fraser & Naeve, a Singaporean company, and which has an 83 percent share of the market; Dagon Beverages Co, a JV between Myanmar Economic Corporation, Bermuda's Brew Invest and Myanmar Golden Star Co, with a 13 percent share of the market; and finally Mandalay Beer, a heritage company operating since 1859, with a four percent share.

    In February, Carlsberg signed a strategic partnership agreement with Myanmar Golden Star (MGS) Breweries to brew and market Carlsberg beers in Myanmar.

    The two firms have formed a joint-venture—Myanmar Carlsberg Co Ltd, a statement by the Danish company said, with plans to set up a new brewery and distribute Carlsberg beers in the local market.

    “We have followed the developments in Myanmar closely and are encouraged by the recent political developments in the country,” said Roy Bagattini, Snr Vice-President of Carlsberg Asia Region. “We believe that the timing is right for us to invest in the country. We expect that the Myanmar beer market will grow strongly in coming years as the economy expands.”

    Thailand's Beer Chang International Ltd also formed a joint venture with Myanmar Distillery Ltd earlier this year to operate factories in Yangon and Mandalay.

    The breweries competing for the remaining two licenses have yet to be announced.
    18.02.2013   While Carlsberg's famous green logo is known all over the world, its sales ...    ( Company news )

    Company news ... don’t always measure up to its brand recognition. Carlsberg is launching a new global positioning to help the brand unleash its full potential.

    Carlsberg, one of the world's most well-known premium beers, is investing significantly in repositioning its brand to support its ambition to be the fastest growing global beer company.

    At the heart of this is a redefinition of its brand proposition – a proposition which celebrates Carlsberg's heritage and values, while connecting with today's active, adventurous generation of beer drinkers. The proposition encourages consumers 'to step up and do the right thing', rewarding themselves with a Carlsberg for their efforts and it carries the tagline "That calls for a Carlsberg".

    Carlsberg’s visual identity has been modernised, distribution channels are being widened and a completely new range of packaging is being rolled out across more than 140 markets. The changes to both the brand proposition and the visual identity will help to make the Carlsberg brand more consistent, appealing and distinctive to its consumers in both its established and newer markets.

    Consequently, by 2015, Carlsberg anticipates that the Carlsberg brand will have doubled its profits.
    (Carlsberg Breweries A/S)
    06.08.2012   Russia: Government may consider further increase in beer taxes    ( )

    Russian president Vladimir Putin has raised the prospect of a further increase in beer taxes as part of his government’s long-running campaign to curb drinking, The Drinks Business reported on August, 2.

    The reaction from the markets was swift. Carlsberg fell 5.4%, SABMiller ended the day down 1%. AB InBev dropped 3.2%.

    “Beer alcoholism is a serious problem … We could raise beer taxes further,” Putin said at a forum of pro-Kremlin youth groups.

    At the beginning of 2012 Russian taxes on beer rose by 20% and according to a Finance Ministry plan, approved late in 2011, they will rise by a further 25% in 2013 and 20% in 2014.

    Meeting with Russian youth on July, 31, the president signalled that the state might crack down further on Russian beer consumption – and the markets did the rest.

    Putin’s comments were not as harsh as the market drops would seem to suggest.

    Producers are also about to get hit by a new federal law that will forbid retail beer sales from 11pm to 8am beginning January 1 – a rude awakening for those who enjoy Russia’s outdoor drinking culture.
    21.05.2012   South Pacific: Coca-Cola Amatil secures South Pacific distribution agreement with Grupo Modelo, ...    ( )

    ... Carlsberg, and Molson Coors

    Coca-Cola Amatil (CCA) has entered into new beer distribution agreements for the South Pacific, Supply Chain Review reported on May, 16.

    CCA announced in a trading update on May, 15 that it had entered into multi-year agreements with Grupo Modelo, Carlsberg and Molson Coors to distribute beer across New Zealand, Papua New Guinea, the Pacific Islands, and Fiji.

    A CCA spokeswoman says the beer distribution will start in mid-June, but says it is too early to comment on how the agreements will affect CCA’s supply chain.

    “The ink has only just dried on the agreements so it is probably a bit early to start talking about logistics and supply chains,” she says.

    “We are putting all that stuff in place now.”

    CCA’s Managing Director Terry Davis says the new partnerships will combine some of the world’s leading international beer brands with CCA’s distribution capabilities.

    “CCA will now have a stronger beverage portfolio offering across the Pacific Region and these partnerships will complement our growth plans with the acquisition of Foster’s Fiji brewery and distillery which makes Fiji Bitter and Bounty Rum,” Davis says.

    Davis says CCA expects to generate a 4-5 percent profit for the first half of 2012, with the Australian business expected to deliver volume growth of 1-2 percent.

    “Indonesia and PNG have experienced a very strong start to the year, momentum in the Australian business is improving after weather affected summer trading period and Project Zero initiatives continue to drive productivity improvements across the group.

    “With the impending acquisition of the Fiji beer and spirits business, together with the establishment of beer distribution agreements in the South Pacific, we remain confident about developing the many opportunities we have for our alcoholic beverages business.”
    26.03.2012   Coopers reportedly tipped to tie up a distribution deal for Carlsberg and Kronenbourg beers    ( )

    South Australian brewer Coopers is tipped to tie up a distribution deal for the Carlsberg and Kronenbourg beer brands, The Shout reported on March, 23.

    The low-volume Carlsberg Group brands are currently distributed by Foster’s, but would appear to be competing in the same market segment as the SABMiller company’s proprietary European imports, Grolsch and Pilsner Urquell, which became part of the Foster’s portfolio in December.

    The Danish Carlsberg Group is known to have been shopping the brands around in recent months and its options for distribution are somewhat limited.

    Having recently inked the heavyweight Corona deal, Lion’s attentions are clearly elsewhere and a distribution agreement with Carlsberg would not be an attractive option for either party.

    Coopers is believed to have expressed an interest in the import brands, which appealingly for Carlsberg, would have the SA brewer’s undivided attention, and would require distribution on a scale Coopers could easily handle.

    Last year Coopers began brewing Japanese Sapporo beer at its Regency Park brewery.

    In September 2009, Coopers ceased distributing Budweiser through Premium Beverages after a six-year agreement when Anheuser-Busch was taken over by Belgian brewer InBev.

    Coopers also distributed Grolsch from late 2007 until May 2008 when the Dutch beer company was taken over by SABMiller.

    A Coopers spokesperson declined to comment.
    18.04.2011   Germany: Carlsberg launches new kind size beer can    ( )

    Carlsberg has released a new king size beer can in Germany that brings Rexam’s two-piece one litre can into Western Europe for the first time, reported April, 14.
    Rexam said the King Can has already been used in Russia and its popularity there gave Carlsberg the confidence to use the pack for its Tuborg Pilsener beer in Germany.
    “The popularity of the 1 litre can in Russia proves that consumers enjoy having the option to purchase the larger size, encouraging Carlsberg to release it into the German market,” said Welf Jung, business development director at Rexam Beverage Can Europe and Asia.
    According to Jung, Carlsberg is also releasing the can in response to growing demand for an alternative to the three piece non-aluminum 1 litre can range – already available in some parts of Germany.
    Two piece DWI (Drawn Wall Ironed) are a popular format for normal sized cans but are new in the extra large one litre format. Rexam is the only manufacturer to produce the can type.
    Explaining what the can has to offer brand owners, Jung said: “The unique size of the can differentiates the product from other more conventional sized beer cans - it also provides a considerable amount of surface space to display branding and eye catching design.”
    And for consumers, he said: “It has all the benefits of a ‘normal’ size can, being easily chilled, staying cooler for longer, easily stackable and transportable and 100 per cent recyclable.”
    Carlsberg is introducing the new 1 litre can into the German market as it begins a major branding overhaul that includes the introduction of a new slogan -“That calls for a Carlsberg”.
    Jørgen Buhl Rasmussen, Carlsberg’s CEO, explained what the company is looking to achieve.
    “People are familiar with Carlsberg but do not necessarily know what it represents. We want people to know that Carlsberg beer stands for something - for heritage, for quality, for great taste and for doing the right thing.”
    11.04.2011   World: Carlsberg repositioning its top brand across more than 140 markets    ( )

    Danish brewer Carlsberg A/S said on April 5 its new global slogan - "that calls for a Carlsberg" - and fresh packaging will boost sales of its Carlsberg beer, doubling its flagship brand's profits by 2015.

    Carlsberg is investing significantly in repositioning its brand to support its ambition to be the fastest growing global beer company.

    Carlsberg’s visual identity has been modernised, distribution channels are being widened and a completely new range of packaging is being rolled out across more than 140 markets. The changes to both the brand proposition and the visual identity will help to make the Carlsberg brand more consistent, appealing and distinctive to its consumers in both its established and newer markets, the company said.

    Consequently, by 2015, Carlsberg anticipates that the Carlsberg brand will have doubled its profits.

    Jørgen Buhl Rasmussen, Carlsberg's CEO, notes that while Carlsberg's famous green logo is known all over the world, its sales simply do not measure up to its brand recognition.

    "Although international recognition is good, it is not enough. We are investing significantly in the Carlsberg brand, widening our distribution channels and making every effort to get closer to our customers and consumers. "

    The world's fourth-biggest brewer, with more than 500 brands - including Russia's Baltika and France's Kronenbourg - has one of advertising's most famous.
    06.01.2011   United Kingdom: Carlsberg readying big sales push for Tuborg beer     ( )

    Danish brewing giant Carlsberg is about to launch a big sales push in Britain for its Tuborg brand, The Times reported earlier this week.
    The group sold almost 30 million pints of Tuborg in Britain this year, but Carlsberg UK believes that could increase significantly as consumers seek out niche beer brands.
    After introducing the present version of Tuborg three years ago the Danish brewer plans a national television advertising campaign next summer. Carlsberg will spend at least £1 million on the campaign to be timed to coincide with the main music festival season, aiming squarely at Tuborg’s core 18 to 24-year-old audience.
    18.08.2010   Russia: Barley price hike threatens Russian brewers most    ( )

    Russian brewers are to be hit worse than foreign rivals by the jump in the barley market which has, unusually, taken feed varieties of the grain to parity with milling wheat, AgriMoney cited Fitch analysts on August 10th.
    Fresh malting barley supply arrangements put in place by many brewers caught out by the last price spike, in 2007-08, will go some way to protecting farmers from a grain whose gains have outpaced even those of wheat during the last six weeks.
    "Brewers are protected in the medium term by hedging or long-term procurement agreements," Fitch said.
    Many would also be able to pass on costs to consumers.
    Giulio Lombardi, a senior director at Fitch, said: "In an extreme scenario, a doubling of barley prices would erode major brewers' gross margins, typically ranging between 45-55% of sales, by up to 3-5% of sales."
    This was "unlikely" to happen to most beer-makers, given that much of the northern hemisphere crop was already safely harvested and stored.
    - 'Margin pressure'
    The "possible exception" was the brewing sector serving Russian drinkers, which has already tested consumers this year with a 25% jump in prices after passing on a duty increase.
    Furthermore, Russia's barley supplies looked notably scarce, and were viewed by many analysts as likely to run low even before drought fears kicked in. International barley prices were particularly low last year, prompting many farmers in Russia to switch to other crops.
    Fitch singled out Carlsberg among the major brewers as vulnerable to an earnings hit, thanks to its reliance on Russia for 40% of its profits, compared with a figure of 5% for Heineken.
    "Given that the scarcity of barley is most severe in Russia, where pricing power for beer is currently impaired by having passed through a sharp excise duty increase, Carlsberg Breweries may suffer some imminent pressure on profit margin," the agency said.
    - Bagged barley
    The report follows a rise in barley prices which continued in Europe even after the wheat market ran out of steam on Friday.
    The surge – led by feed barley, to which malting varieties typically enjoys a marked premium - has been attributed by traders to a jump in demand from the Middle East, where farmers champion the grain as a livestock feed.
    Indeed, importers "can't really use any other grain because much of it is bagged and then sold to Bedouin livestock keepers for their goats and camels", presenting handling and logistical difficulties to a switch, Glencore's UK grain arm said.
    With exports from their traditional Black Sea markets being squeezed, and banned altogether from Russia, buyers were having to look at alternative suppliers, of which Europe, the biggest barley grower, is the obvious choice.
    Indeed, the European Union holds 5.5m tonnes in intervention storage, bought largely during last season's price slump, but which it has said it has no plans to sell as yet.
    25.05.2010   Denmark: Carlsberg beer supplies running dry as employees demand salary increases     ( )

    Union officials say the 1,100 Carlsberg employees on strike have returned to work to enable new negotiations with the brewer about wage increases, Business Week reported on May, 18.
    More than half of the company's workers in the country went on strike last week, suspending deliveries. Employees are demanding salary increases of between one and 1.5 percent, while the company is seeking to freeze wages this year.
    According to Carlsberg spokesperson Jens Bekke, the strike is the most serious the company has experienced in Denmark since 1985.
    The effects of the industrial action are now beginning to be felt on supermarket shelves and behind bars.
    Supplies are running out, especially in the west of the country, according to Bekke. The last lorries went out on May, 18 to Copenhagen and there have been no deliveries to the west of Denmark for over a week.
    Carlsberg has already diverted production of beer for some foreign markets including the US and Canada to other facilities to minimise the impact of the strike on business performance.
    Management is sitting down again today, on May, 18 with the Danish union 3F to seek a resolution to the current impasse.
    Bekke said it is in the interests of both parties to come to an agreement because the status quo is expensive for the company and employees alike. Carlsberg is losing business while workers are having to pay to strike because the industrial action has been declared illegal.
    The strikers are seeking a pay rise, arguing that Carlsberg is making bigger profits and should therefore share the spoils with employees. But the brewer claims that profits are largely coming from outside of Denmark and that efficiency in the country is comparatively low.
    Bekke said Carlsberg is looking to improve its productivity in Denmark by becoming more efficient in how it uses yeast and how it operates production lines. He said this means “working smarter, not harder”.
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