Our objective in Eastern Europe is growth. This is being achieved by strengthening our position in the mainstream segment, with the help of local beer brands, and in the premium segment through national and international brands, such as Tuborg and Holsten. There is also a strong focus on optimising sales and marketing activities to suit local conditions.
To support this strategy, and the large volume growth in the region, investment is being made to increase the capacities at the existing breweries in SE Europe and in Poland.
Activities in Serbia, Bulgaria and Croatia have made great progress in recent years, and market shares have increased. In 2007, a new South Eastern Europe (SEE) organisation structure was created which will help to promote growth and efficiency gains and further strengthen Carlsberg’s position in the region.
In Poland, our goal is to grow faster than the market as a whole through a focus on actual sales to consumers. Conditions in Turkey remain challenging,
and our aim here is to improve the business model in order to generate satisfactory returns.
Read more about Carlsberg’s strategy in Eastern Europe and developments in 2007.
