Report and Accounts 1999 / 2000 - Carlsberg Group

32 Regional Reports
Finland
The Finnish beer market showed a slightly
declining trend and total beer sales amounted to
about 4 million hectolitres, corresponding to a per
capita consumption of 80 litres.
Carlsberg A/S entered into an agreement to
take over Rettig’s 40% shareholding in Oy Sinebrychoff
Ab. The agreement was completed in
January 2000, making Oy Sinebrychoff Ab a
100%-owned subsidiary of the Carlsberg Group.
During the period, Sinebrychoff achieved progress
in the beer market to a market share of
41.4% and maintained its position as market leader
in the two niche markets for cider (Golden Cap)
and energy drinks (Battery).
The Carlsberg brand showed a fairly substantial
growth rate and remains the largest international
beer brand in Finland.
Lithuania
At 2 million hectolitres, the Lithuanian beer market
registered continued growth and per capita
consumption totalled 54 litres.
During the past year and a half, Carlsberg’s
subsidiary Svyturys AB has experienced an increase
in sales significantly above the general market
trend. In 2000, the brewery achieved a market
share of 27%, making Svyturys the leading
brewery in Lithuania. Considerable investments
have been made in modernisation and expansion
of the production facilities to meet the rising demand.
The Carlsberg brand was launched in September
2000 and has shown a positive trend.
Norway
The Norwegian beer market registered a slight
decline to a total of 2.2 million hectolitres and
consumption was among the lowest in Europe at
51 litres per capita.
In Norway, Carlsberg is brewed and marketed
by Ringnes a.s. The brand showed substantial
sales progress and remains the leading international
beer brand.
Tuborg is brewed and marketed by Hansa Borg
Bryggerier in Norway. Like the Carlsberg brand, it
has also experienced significant increases in recent
years and today it is the second largest international
beer brand.
Sweden
Following a slightly declining trend, total beer
consumption in the Swedish market amounted to
approx. 5.1 million hectolitres, corresponding to a
per capita consumption of 60 litres.
Carlsberg is marketed by Falcon Bryggerier AB,
which is a wholly owned subsidiary of Oy Sinebrychoff
Ab.
Falcon increased its beer sales to a 25% share
of the total beer market and managed to strengthen
its market share in all distribution channels. At
the state monopoly outlet, Systembolaget, new
launches and growth for the biggest brands made
Falcon the leading supplier.
Carlsberg sales developed positively throughout
the year, which was characterised by a high
level of activity for the brand. In several public surveys,
Carlsberg is mentioned as one of Sweden’s
strongest brands.
The Tuborg brand is produced, sold and distributed
partly by Falcon Bryggerier AB and partly by
AB Pripps Bryggerier. The development of the
Tuborg sales was not quite satisfactory, although
Tuborg still enjoys a prominent position in the market.
Iceland
The Icelandic market for strong beer experienced
continued growth and sales amounted to more
than 130,000 hectolitres in 2000. Per capita
consumption increased to 48 litres and foreign
beer made up 60% of the total market. Tuborg
remains one of the largest beer brands in the