Report and Accounts 1999 / 2000 - Carlsberg Group

Regional Reports
31
Recent years’ adjustments in the cost base
continued with efficiency improvements within all
function areas of Division Denmark. On 1 May
2000, the two sales organisations of Carlsberg
and Tuborg were united in a new, and more
customer-oriented joint sales organisation.
Efficiency enhancement and reorganisations were
carried through within production, production
planning and purchase. These areas were
combined in the new Supply Chain Management
organisation and an agreement was reached with
the distribution related unions regarding significant
efficiency enhancement in Division Denmark’s
logistics organisation. Effeciency enchancement
was also carried through within
Division Denmark’s staff functions.
The brands Tuborg Gold and Tuborg Super
Light were relaunched with a view to strengthening
the Group’s brands in Denmark. The very
popular commercial for Tuborg Green Label in cinemas
and on TV featuring a kiosk owner continued
and an advertisement campaign with a new
theme was launched for Carlsberg Pilsner. Carlsberg
also achieved success with the launch of a
series of four high-quality beers called Semper
Ardens intended for sale in selected restaurants.
The new and lighter PEN plastic bottle, which was
introduced in the autumn of 1999 for Tuborg
Green Label and Carlsberg Pilsner, also accounted
for a considerable part of sales in kiosks
and other outlets in the convenience sector in
2000.
Carlsberg also introduced a new, non-carbonated
spring water product – Carlsberg Kildevæld
– and the sales of this product in the year 2000
met with expectations.
This year, the Carlsberg Group once again participated
in PR initiatives carried out by the Danish
Brewers’ Association (Bryggeriforeningen) to influence
consumers’ choice of beverages to the advantage
of beer. Together with the Danish
Brewers’ Association, Carlsberg also participated
actively in updating the voluntary guidelines on
marketing of alcoholic beverages.
Furthermore, Carlsberg participated in negotiations
with the retail trade and its organisations
about a framework agreement for the establishment
of Dansk Retur System A/S. The objectives
of the company are to improve the present system
for returnable bottles and make it more efficient
and to establish a deposit and return system for
one-way packaging in case such packaging is
permitted on the Danish market. The framework
agreement, which is the basis of the company, is
currently being considered by the Danish Parliament
and legislation is expected to be enacted at
the beginning of 2001.