Company Profile

Carlsberg A/S in Beer

| Pages: 39

Price: US$570

About this Report

The world’s fourth largest brewer, Carlsberg is targeting expansion in Asia Pacific in order to reduce its reliance on struggling European markets. This profile analyses the company’s development of its presence in Asia Pacific and examines the ways in which it is seeking to adapt its offer to evolving conditions in Europe, including craft-orientated innovation and expansion into categories adjacent to beer.

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Euromonitor International's report on Carlsberg A/S delivers a detailed strategic analysis of the company's business, examining its performance in the market and the global economy.

Company and market share data provide a detailed look at the financial position of Carlsberg A/S, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Carlsberg A/S.

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWOT analysis of Carlsberg A/S provides strategic intelligence on:
  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research You Can Trust:

Euromonitor International's company profile reports are written by our research team, a dedicated group of analysts that knows the industry inside and out.

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Table of Contents

Scope of the Report


Strategic Evaluation

Key company facts

Financial performance in 2014

Financial performance in H1 2015

SWOT: Carlsberg A/S

Strategic challenges and objectives

Competitive Positioning

Suffering from challenging conditions in Russia

A-B InBev extends global lead

Significant period of consolidation

Main rivals focusing on different segments across markets

Boston Beer Co maintains dynamism in cider/perry

Heineken sees significant share erosion in cider/perry

Market Assessment

Growing focus on Asia Pacific

Onus on Asia Pacific expansion

Platform for premium expansion

Market and Category Assessment

Reducing capacity in challenging Russian market

Targeting premium segment in contracting market

Gaining share as volumes fall in Ukraine

Investing in flavoured boom in Western Europe

China seeing dynamic premiumisation

Investing in India

Strong local brands in Vietnam

Geographic breadth does not extend to key growth market in cider

Strong performance in UK cider

Brand Strategy

Premiumising the portfolio

Adapting to consumers’ changing perceptions of brands

Carlsberg brand developing presence beyond core region

Tuborg expanding strongly in Asia Pacific


Building production to support international expansion

M&A activity


Need for sensitivity to millennial trends and local demand


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