Annual Report 2001 - Carlsberg Group

Corporate Centre
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rael have achieved significant growth for the
Tuborg brand. Tuborg will continue to be a key
brand in the portfolio of strong regional brands
with the flexibility to adapt to local market situations.
Tuborg has a very strong position as local
brand in its home market, Denmark.
Strong local brands constitute the “backbone”
of the beer portfolio and create the base for
strong local business systems in close contact
with local consumer preferences. The Carlsberg
Group companies have developed a number of
strong local brand positions in more than 20 markets,
including Baltika in Russia, Okocim in Poland,
Pripps and Falcon in Sweden, Ringnes in
Norway, Tetley’s in the UK, Super Bock in Portugal,
Cardinal and Feldschlösschen in Switzerland
and Beer Chang in Thailand.
Together, global, regional and local brands
build a strong brand portfolio driven by consumer
insights and knowledge of the local market situation
combined with global influences and trends.
The Carlsberg brand
The Carlsberg brand is one of the company’s
most important assets, and major resources are
spent on strengthening its global position. Marketing
activities supporting the brand have been
increased on a global scale in order to strengthen
long-term brand equity and improve the brand’s
close relationship with consumers worldwide.
The brand’s growth rate increased in 2001 over
previous years. The growth came from existing key
markets, as well as from launch initiatives in Switzerland,
Turkey and Romania. The brand thus continues
to grow both organically and through geographic
expansion in new markets. Significant future growth
potential for the brand is seen in regions such as
Eastern Europe and Asia in the coming years.
Carlsberg Beer won the Epica Award 2001 within its category for the best European
print advertisement created by Carlsberg’s Belgian advertising agency VV/BBDO.