Pivara Celarevo, which is situated in the city of Celarevo 130 km north of Beograd, became part of the Carlsberg Group in 2003.
Now called Carlsberg Srbija, it is one of the most successful privatisations and foreign investments in Serbia. Having a clear and active social responsibility policy, it is an esteemed employer that continuously creates new jobs all over the country.
A re-launch of the local LAV brand and a succesful launch of Tuborg, the first international brand produced in Serbia and Montenegro, helped the company to grow by 65% and take second place in the Serbian beer market in 2005.
The brands have been closely associated to some of the major national events. LAV is the official sponsor of the Serbian national football cup, now named the LAV CUP, while the music-focused Tuborg Green sponsors EXIT - the largest music festival in South-East Europe.
Carlsberg Srbija is part of Carlsberg South East Europe.
KEY DATES:
1892: Pivara Celarevo founded
2004: Carlsberg becomes the majority shareholder
KEY FACTS:
Sites: 1
Employees: 555
Market Position: 2
Market Share: 23% (2007)
Annual beer consumption per person: 60 litres
Carlsberg Ownership: 99.9%
BRANDS:
Lav, LAV 7, Tuborg, Tuborg Xmas Brew, Tuborg Lemon, Carlsberg, Holsten, Battery
CONTACTS:
Carlsberg Srbija d.o.o.
Proleterska 17
21413 Celarevo
Serbia
Tel: +381 21 755 0600
Fax: +381 21 755 0658
E-mail: info@carlsberg.rs
Website: www.tuborg.rs
DID YOU KNOW THAT ..?
- Tuborg Green launched the "Green Beat" music festival in Belgrade, attracting more than 4,000 people in two days.
- "Cleaning Dundjerski Park" was initiated by Carlsberg Srbija.
- Carlsberg South East Europe (Carlsberg Srbija, Carlsberg Croatia and Carlsberg Bulgaria) received the Carlsberg Award 2008 for "Best Value Management".
- Carlsberg Srbija received the Carlsberg Award 2005 for “Best Growth Case” in the Carlsberg Group.
Revised 2008