Carlsberg Breweries - Welcome to Carlsberg

Carlsberg's primary focus is the production, sale and marketing of beer, with secondary activities in soft drink and water production. Carlsberg's three key markets are Western Europe, Eastern Europe and Asia.

Carlsberg wants to become market leader in all markets and market segments where it operates by establishing majority shareholdings or partnerships.

THE CARLSBERG BRAND

The Carlsberg brand is the 'crown jewel' of our portfolio. The brand is one of the company's most important assets and we constantly strive to develop innovative and pioneering ways to strengthen its global position.

A SIP OF CARLSBERG

• Owns an extensive portfolio of brands, including one of the world’s most well known beers - Carlsberg
• Is one of the largest brewing groups in the world
• Produced 92 million hectolitres of beer in 2004
• Has sales in over 140 markets
• Produces beer, soft drinks and mineral water in over 40 countries
• Employs over 31,000 people worldwide
• Over 150 years of high quality brewing

CHEERS, WORLD!

Strong brand-building theme advertising, such as the 'Probably the best beer in the world' campaign, sponsorship of major sporting events, product placement and other global marketing activities have helped the Carlsberg brand to achieve steady growth and high public awareness throughout the world.

SPONSORING PASSIONS

Sports sponsorships link Carlsberg directly with consumers and give us the chance to share their passions. We focus our sponsorships on two sports popular among Carlsberg's target consumers: football and alpine skiing.

Carlsberg is increasingly becoming a part of the after-ski experience, lending its name to events such as the Ski World Cup and the FIS Alpine Ski World Championships. A cold Carlsberg after a long day on the slopes helps to make "Probably the best after-ski in the world".

Carlsberg and football have been bringing friends together for years, helping people forget their differences and giving them something to chear about. The relationship stretches over four decades, making Carlsberg nearly synonymous with the world's favourite game. We sponsor all levels of the sport: from local club teams like FC Copenhagen to international teams like Liverpool FC to the English, Irish and Swiss national teams not to mention the European Championships.

A WORLD OF BRANDS

Carlsberg's strong portfolio of global, regional and national beer brands appeals to a broad diversity of tastes, personalities and lifestyles and ensures growth in all segments of the beer market.

The portfolio is constantly strengthened through a clear branding strategy, with the Carlsberg brand as the leading international premium beer, supported by regional brands such as Tuborg and national brands like Tetley's, Baltika and Ringnes.

MARKETS

Carlsberg has majority holdings in several major European breweries, such as Carlsberg UK, Carlsberg Sweden, Ringnes (Norway), Feldschlösschen (Switzerland), Sinebrychoff (Finland) and Carlsberg Polska (Poland).

The joint-venture Baltic Beverages Holding manage interests in the growth markets of Russia, Ukraine and the Baltic states. Carlsberg also has significant activities in the Asian region coordinated through the fully owned subsidiary Carlsberg Asia.