Report and Accounts 1999 / 2000 - Carlsberg Group

Regional Reports
35
Italy
Italian beer consumption is the lowest in Europe
at 27 litres per capita and the beer market showed
no signs of growth. Carlsberg Italia S.p.A. maintained
its position as number three in the market
thanks to increased focus on the international
brands Carlsberg and Tuborg.
Following intensified marketing efforts, Carlsberg
sales continued to show progress and sales
of Tuborg, which is Carlsberg Italia S.p.A.’s traditional
main brand in the premium segment, matched
the level of last year.
In 2000, Carlsberg Italia also made acquisitions
of wholesalers. The company T & C Italia was
established as an umbrella organisation for the 42
majority-owned or associated wholesalers in order
to strengthen co-operation and synergy effects
between the acquired companies.
Portugal
Carlsberg A/S increased its shareholding in the
Portuguese brewery Unicer-União Cervejeira S.A.
to 44%. The brewery is market leader within beer
and enjoys a comfortable position in soft drinks,
water and cask wine. The Portuguese beer market
registered a stable per capita consumption of 65
litres.
Unicer’s successful relaunch of Carlsberg, the
leading international premium brand, in 1999 continued
in 2000 and the Carlsberg brand achieved
a marked improvement in sales and increased its
market share. Unicer also produces and distributes
Tuborg Royal Danish.
Spain
In March, Carlsberg A/S entered into a new
licence agreement with Mahou S.A. regarding
production, distribution and sale of the Carlsberg
brand.
Later that month, Mahou S.A. merged with San
Miguel. The merger was approved by the Spanish
authorities with the specific condition that Carlsberg
remained the only international brand in the
portfolio. This has resulted in strong national distribution
for Carlsberg and a reinforcement of Carlsberg’s
position in the international segment.
Per capita consumption amounted to 68 litres
in a market characterised by a stable trend in consumption.
Belgium
The Belgian market showed conituned decline
and per capita consumption amounted to 98
litres. The private labels continued to make
headway in the market and this development
particularly influenced the sales of canned beer,
which have been affected by an aggressive price
war in recent years.
Despite fierce competition in the market, the
sales of Carlsberg fully met expectations and
again showed progress. Carlsberg is the largest
imported international beer brand in Belgium and
the Carlsberg and Tuborg brands still dominate
the Belgian premium segment, ranking 1st and
2nd, respectively.
Special activities during the year include the
European Football Championships, EURO 2000.
The event was supported by extensive national
advertisement and sales campaigns that influenced
sales positively.
Carlsberg Importers S.A.-N.V. markets and distributes
the Carlsberg and Tuborg brands in Belgium.
Carlsberg Importers S.A.-N.V. is owned by
the Haelterman Group and Carlsberg A/S holds a
10% stake in the company.
France
Total beer sales in France continued to decrease.
The decline is primarily attributable to the weak
trend in the restaurant sector, whereas the retail
trade succeeded in maintaining status quo. Per
capita consumption amounted to 39 litres.
Despite increased competition in the market,
the sales of the Carlsberg brand developed fa-