Western Europe

The foundations of Carlsberg’s core business are the beer markets of Western Europe, Eastern Europe and Asia. It is here that we have the expertise and strength needed to be a leading player.

Strategy	Improved profitability through innovation and streamlining
Focus	Maintaining and developing market positions Marketing Innovation Streamlining at all stages

In recent years Carlsberg’s strategy in Western Europe has focused on creating more efficient processes in a wide variety of areas. Since its launch in 2003, the Operational Excellence programme has looked systematically at production, administration, procurement and, most recently, logistics.

One important element of Carlsberg’s strategy for the region is a continued focus on efficiency as a means of minimising costs. One example of this is a new project to standardise processes in the Western European businesses. Our strategy has also evolved to include initiatives to stimulate both sales of beer and sales of other beverages in order to counter the general decline in sales of beer in mature markets.