Carlsberg is the world’s fourth largest brewery group. The Group employs 41,000 people and is characterised by a high degree of diversity of brands, markets, and cultures.
 
The Carlsberg Group strategy embraces the three regions in which we have chosen to compete: Northern & Western Europe, Eastern Europe and Asia.
 
Carlsberg’s activities are focused on markets where the Group has the strength and the right products to secure a leading position. Due to the variation of the markets, the contribution to growth, earnings and development within the Group differs, both at present and in the longer-term projections.
 
Against this background, the Group has defined its ambition:
to be the fastest growing global beer company
- measured in terms of average organic growth in net sales and growth in operating profit over a three year period.
 
In countries where Carlsberg has no breweries, the Group sells its products through exports and licensing agreements. We aim to establish and develop strong market positions for our international premium brands through dynamic partnerships with licensing, export and duty-free partners around the world.
 
The Carlsberg beer portfolio includes more than 500 brands. They vary significantly in volume, price, target audience and geographic penetration. The brand portfolio includes the well-known international premium brands Carlsberg, Tuborg, Baltika and Kronenbourg 1664, and strong local brands such as Ringnes (Norway), Feldschlösschen (Switzerland), Lav (Serbia) and Wusu (Western China).
 
The strength of the Group’s brand portfolio is highlighted by the fact that Baltika, Carlsberg and Tuborg are among the six biggest brands in Europe, with Baltika ranked as number one. Our French brand, Kronenbourg, holds a tenth position in Europe.