We are the market leader in the Nordic countries, northern Germany, Switzerland, France and Portugal, and hold significant market positions in the UK, Greece and Italy. Despite a slight decline in the total Western European beer market in 2007, Carlsberg increased sales and market share in most countries.
Beer consumption varies between the countries but is generally high throughout Western Europe. It has been in decline for several years but now seems to have stabilised in some markets. The competitive landscape also varies, with Carlsberg competing mainly with local brands and players in the Nordic area but against large international brewers and brands in countries like the UK.
Our overall strategic objective for the Western Europe is to increase profitability. We are continuing to cut costs while increasing revenue through innovation, cooperation and marketing excellence. Our portfolio strategy focuses on four key areas:
• Developing the super-premium segment (speciality beers)
• Growing the premium segment, primarily through the Carlsberg brand
• Generating growth for the leading local brands
• Expanding the range with other beverages such as mineral water, cider and malt-based drinks.
Through innovations such as the DraughtMaster™ professional and home keg beer system, we are also revolutionising and expanding the market for draught beer. The system is currently on sale in 14 countries with more to follow.
Read entire strategy about Western Europe including the region's development in 2007
