Case stories

May 2018 saw the launch of Birell, a new alcohol-free beer (AFB) to increase consumer choice. Launched in two styles, Pilsner Lager and Belgian Wit, the brand made its debut in Bulgaria and Poland before a roll-out planned for 2020. It was developed in response to strong consumer demand, following continued category growth over the past 10 years.

Carlsberg Serbia’s Čelarevo brewery has made progress towards our target of eliminating carbon emissions at our breweries with the introduction of a new biomass boiler.

As well as formal approaches to embedding a health and safety culture across the Carlsberg Group, a number of initiatives in 2018 contributed to raising awareness. In Russia, the life of technician Denis Smirnov was tragically changed by a workplace accident at our St Petersburg brewery more than ten years ago.  The documentary Blade was created to tell his dramatic story.

Gorka Brewery in Nepal featured Jitu, a popular comic actor, in posters and shareable videos to help cultivate a ZERO accidents culture. Supporting training sessions, the engaging celebrity spoke about health and safety issues to resonate with employees.

After many years of working to increase efficiency and reduce impacts, Carlsberg’s Falkenberg brewery in Sweden has succeeded in getting carbon emissions from thermal energy and electricity down to zero. The brewery is now 100% powered by biogas and green electricity, providing inspiration to breweries around the world.

Consumer awareness is key to making sustainable progress, and we’re doing our bit to explain this in a fun and engaging way. Our ZERO Carbon Windmill Bar is fully powered by an integrated windmill and a special bicycle that consumers can use to generate the power needed to cool their beer!