The overriding aim of Carlsberg's strategy is to create value for our shareholders and all other stakeholders. Our objective is to build the fastest growing global beer company and to be a significant player in the markets we choose to compete in.
The following three variables may be used to define Carlsberg:
Geography
The new Carlsberg effectively spans two continents: Europe and Asia. These continents are where the Group has the expertise and the right products to secure a leading position. The business portfolio is split into three geographical regions:
- Northern & Western Europe
- Eastern Europe
- Asia
The beer markets of the regions vary widely, from the very mature markets of Northern & Western Europe to the emerging beer markets in Asia. There are big differences in growth rates, consumption per capita and the types of beer consumed, as well as whether beer is enjoyed at home or in restaurants, bars and cafés. Consequently, the contributions to growth, earnings and development within the Group differ according to region, both currently and in our longer-term projections.
Products and Innovation
Carlsberg's core business is beer. However, Carlsberg will expand from the core business where it makes sense:
- Malt-based beverages: Carlsberg aims to take the lead in the development of this segment
- Other beverages such as soft drinks, water and cider: Carlsberg intends to work in partnerships where this fits the local portfolio and makes a positive contribution to the business
Brands
Carlsberg will remain focused on developing and strengthening its brand portfolio based on a combination of local power brands and international brands. An essential part of the brand strategy is premiumisation of the portfolio. Wherever possible, Carlsberg will be the brand owner of premium products, but where this is not possible, Carlsberg will engage with partners to increase premiumisation.