Report and Accounts 1999 / 2000 - Carlsberg Group

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The New Carlsberg A/S
Carlsberg Breweries A/S
The establishment of Carlsberg Breweries has created a substantial
international brewing company. The joining of Carlsberg’s and
Orkla’s brewing and soft drink interests has considerably improved
the basis for exploiting the growth potential in the brewing industry
and for playing a significant part in future.
At present, the international brewing industry is
experiencing to strong consolidation trends - the
breweries are being concentrated on fewer and
fewer players. Uniting forces is the only means of
creating the size and growth potential necessary to
secure earnings in future.
The strategy is to increase the focus on each of
Carlsberg Breweries’ markets. In the key markets,
Carlsberg Breweries wishes to produce and
market beer and engage in closely related activities
such as soft drinks and water products.
The breweries’ brands constitute one of
Carlsberg Breweries’ key assets. Carlsberg must
be able to respond to the market demands for
global, regional and local brands in order to secure
growth within all segments of the beer market. The
brand portfolio must be strengthened and developed
further through enhancement of brand
quality and a strong marketing profile.
Carlsberg Breweries aims at becoming market
leader in all markets and market segments with
Carlsberg operations by establishing majority
shareholdings or partnerships.
Carlsberg Breweries will cultivate both mature,
traditional markets and new growth markets that
hold great potential. The brand strategy will be
shaped to match the individual markets.
Carlsberg Breweries will have global presence
but with particular strength in the markets in
Western Europe, Eastern Europe and Asia.
The establishment of Carlsberg Breweries will
boost the financial strength and improve the
ability to take advantage of market possibilities.
It will also entail considerable synergy effects
within production, sourcing, logistics, marketing,
etc.
Carlsberg Breweries and its owners want to
create continued growth.