Annual Report 2001 - Carlsberg Group

Regional Reports - Western Europe
37
The Tuborg brand enjoys a strong position as reginal brand in a number of
Western and Eastern European markets.
In November 2001, Unicer acquired the Portuguese
water company VMPS. This made Unicer
the market leader in the mineral water segment
with a share of 25%.
Spain
In Spain, total per capita consumption amounted
to 68 litres of beer in 2001 and the market saw a
slightly rising trend in consumption. The Carlsberg
brand has been brewed by Mahou S.A. under licence
since March 2001, and as Carlsberg is still
in a phase where the distribution network is being
expanded, sales were not completely satisfactory.
Belgium – Carlsberg Importers S.A.- N.V.
The Belgian beer market continued its slightly
declining trend from previous years. The private
labels continued to make headway, primarily as
canned beer, and the market is still characterised
by an aggressive price war. Carlsberg Importers,
in which Carlsberg Breweries holds 10%, markets
and distributes the Carlsberg and Tuborg brands
in Belgium, and the brands enjoy strong positions
as number one and two in the premium segment.
A new Carlsberg advertising campaign was launched
with a positive effect on sales. The campaign
won the Epica Award 2001 within its category for
the best European print advertisement. With a
modest increase in sales, results thus met with
expectations.
France
Total beer sales in France continued to decrease
and the annual per capita consumption amounted
to about 35 litres. The on-trade in particular suffered
declining volumes and this trend affected the
development in the Carlsberg brand volume adversely,
as the brand holds a comparatively stronger
position in the on-trade than in other sectors.
The largest brewery in France, Brasseries Kronenbourg
S.A., is the sole distributor of Carlsberg in
France and also sells Tuborg. Carlsberg is brewed
locally whereas Tuborg is imported from Denmark.