Eastern Europe 

Russia and neighbouring countries - our Eastern Europe region - remains our growth engine and plays a key role in the business portfolio.

Market developments are positive, and beer consumption per capita is expected to continue to rise in the coming years. Our strategy in this region is changing, as our positive development will no longer be underpinned by volume growth alone.

By investing in marketing and innovation, we will be focusing increasingly on premium products in order to increase the value of the market. The challenge here is to strike the right balance between volume growth as the market expands and value growth as consumers’ interest in premium products increases.

Carlsberg believes that growth conditions in the region will remain favourable, and so a high level of investment in this part of the business will remain an important part of the Group’s strategy.