Annual Report 2001 - Carlsberg Group

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Corporate Centre
Corporate Centre
Following the formation of Carlsberg Breweries at the beginning of
2001, the company has prepared a comprehensive strategic plan,
focusing on the Group’s beer business as well as other commercial
beverages that support the beer activities.
Headquarters were reorganised in the autumn of
2001 in order to strengthen focus on the management
of the Group’s brewery activities and the
traditional export and licence activities were concentrated
in a separate profit centre.
Marketing and innovation
Developing a portfolio of powerful brands is becoming
increasingly important within the beer industry.
A combination of strong local brands together
with Carlsberg as the global premium
brand provides the backbone of the Carlsberg
brand strategy. Different brands will play different
roles in the comprehensive portfolio, but all will
work towards stimulating increased earnings for
the company.
Carlsberg Breweries’ beer brand portfolio
The Carlsberg brand is the global premium brand
within the portfolio. The objective with the brand is
to stimulate profitable growth worldwide based on
a strong distribution foundation and a consumerled
brand relationship. The Carlsberg brand achieved
considerable worldwide growth in 2001, with
particularly strong sales development in the UK,
Ireland, Sweden, Norway, Portugal, Israel, Singapore,
China and Thailand. The Carlsberg brand
will continue to be the “crown jewel” in the Carlsberg
Breweries portfolio, striving to enhance premium
segment growth for the company.
The Tuborg brand has strengthened its position
in several regions worldwide and has shown steady
growth in 2001, especially in Eastern Europe.
Markets such as Russia, Turkey, Romania and Is-