Africa 

The Carlsberg Group has been active in western Africa for many years, developing  our brands through export and licence agreements.

Our licence partner in the region is SOLIBRA of the Ivory Coast, which has brewed Tuborg Gold locally since 1995. Tuborg Gold is enjoying growing popularity and demand due to its reputation as an international premium brand. Based on the success in the region new partnerships have been developed with the local breweries SOBEBRA in Benin and BRAKINA in Burkina Faso, where Tuborg Gold was launched at the beginning of 2007. 

We have long running export agreements in markets like Sierra Leone, Benin, Burkina Faso and Senegal. Here our brands, such as Carlsberg Beer, Holsten Premium and Tuborg, are positioned as super premium import brands.

Compared to European standards, the beer market in these countries is small and the consumption of 5 to 7 litres per person per year is rather low.

CENTRAL AFRICA

Currently the Carlsberg Group is present in two markets in Central Africa - Cameroon and Equatorial Guinea.

In Cameroon, Les Brasseries du Cameroun have been producing Tuborg Gold locally since 1979, along with a range of local brands. Cameroon is a very competitive market compared to the rest of the region, with a consumption of 25 litres per person per year. As in all African markets, Tuborg Gold is positioned as the international premium beer and has been growing steadily over recent years.

The preferred packaging for the locally produced beers is the 65cl returnable bottle, which is supplied in 12 bottle crates. The main sales channels are little bars and shops where people generally buy single bottles. A 65cl bottle of Tuborg sells for an average retail price of 0,75€.

SOUTHERN AFRICA

In the southern part of Africa, Carlsberg brands are available in several markets. The main brands are Carlsberg Beer and Holsten Premium. South Africa is by far the biggest beer market in Africa, with a total consumption of 25 million hl (or 57 litres per person) every year. Carlsberg Beer is sold in the fast growing imported super premium beer segment, where the upmarket Carlsberg Club bottle is very successful.

You will also find Carlsberg beer in Angola, where the beer is imported from our part-owned Portuguese company Unicer, and in Mozambique.

EASTERN AFRICA

Carlsberg brands are available in Sudan, Somalia and Djibouti, mainly in cans.

NORTH AFRICA

The Carlsberg Group has been exporting to North Africa for many years. Our major markets are Egypt, Libya, Tunisia, Algeria and Morocco.

Our non-alcoholic beer Birell is also produced under licence in Egypt, where it has a market share of around a third of the total Egyptian non-alcoholic beer market.