Annual Report 2001 - Carlsberg Group

36 Regional Reports - Western Europe
man breweries have announced their interest in a
joint initiative to acquire wholesalers.
Hannen Brauerei GmbH has undergone a strategy
review under the new management, which,
among other things, has resulted in a streamlined
organisation with increased focus on core brands
in key sales areas. Furthermore, the building of the
Carlsberg brand is becoming increasingly important
and 2001 saw the launch of two new Carlsberg
packagings.
The German market is characterised by a number
of speciality beers, but the lager segment is by
far the most important. Tuborg Pilsner has maintained
its position as Germany’s leading international
brand. Hannen Brauerei is also well represented
in the Altbier segment with its two brands
Hannen and Gatzweiler - the leading brands in
Mönchengladbach and Düsseldorf, respectively.
Total sales of Hannen Brauerei GmbH showed
a considerable increase, but the sales of branded
products were not satisfactory and results are
below expectations.
Switzerland
– Feldschlösschen-Getränkegruppe
Despite growth in premium beer, canned and imported
beer, the Swiss beer market again showed
a generally declining trend of about 1.3% with total
sales amounting to about 4.1m hl. Per capita
consumption declined by 1.1 litres to 57 litres.
With the relaunch of Cardinal, the number two
brand in Switzerland, and the introduction of
Carlsberg in the summer of 2001, Feldschlösschen
was able to curb the downward trend in
market share for Swiss beer products. The overall
market share is now 44%. Since October 2001,
the Carlsberg brand has been brewed locally, and
in a short time it has gained a good footing in the
market, particularly in the important on-trade and
in the western, French-speaking part of Switzerland.
The strategic co-operation with Coca-Cola Beverages
Switzerland, Unilever Bestfoods (Lipton’s
Ice Tea) and Schweppes has proved to be a big
success, and developments for these brands are
markedly above the general market trend for nonalcoholic
beverages.
During 2001, Feldschlösschen has implemented
a major reorganisation by streamlining
sale, logistics and administrative functions.
Further, significant investments to improve efficiency
in production were initiated during the year.
The assortment of own products as well as third
party trading products has been substantially reduced.
These initiatives allowed Feldschlösschen
to improve results above expectations.
Italy – Carlsberg Italia SpA
The italian beer market showed a modest increase
with an upward trend in the premium segment.
Per capita beer sales remain the lowest in Europe
due to Italy’s traditions as a wine-drinking country.
Despite its position as number three in the market,
Carlsberg Italia maintained its market share
with growth for the premium brands Carlsberg
and Tuborg in the on and off-trade in line with the
company’s strategy.
Carlsberg Italia’s distribution group now includes
45 majority-owned or associated companies.
Carlsberg Italia still plans further acquisitions of
wholesalers in order to create a strong network of
beverage distribution companies at national level
in the on-trade segment. The financial results of
the company are above expectations.
In January 2002, Carlsberg Italia became a
100%-owned subsidiary of Carlsberg Breweries
following Carlsberg Breweries’ acquisition of the
remaining 25%-stake.
Portugal – Unicer Bebidas de Portugal S.A.
The total Portuguese beer market declined by 4%
in 2001, mainly due to very bad weather conditions.
However, Unicer Bebidas de Portugal, in
which Carlsberg Breweries holds 44%, maintained
and consolidated its leading position with a share
of 59% of the Portuguese beer market.
The positioning and development of the Carlsberg
brand has been satisfactory since the relaunch
in 1999, and Carlsberg remains the largest
international brand with a market share of 63% of
the premium segment. The Tuborg Royal Danish
brand is also brewed and distributed by Unicer
and experienced a decline due to its heavy dependency
on the on-trade segment, which saw a
decline. The financial results of the company are
slightly above the level of last year.