Annual Report 2001 - Carlsberg Group

Corporate Centre
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renewal and rejuvenation programme for the
Carlsberg brand.
When implementing Carlsberg’s marketing strategy,
respect for national and international legislation
and provisions is a key priority. Responsible
consumption of our products is a key focus area
and concern, both towards our consumers and
our business at large.
Non-beer portfolio
As a complement to the core beer business, several
of the Group subsidiaries operate a broader
portfolio of non-beer brands within categories
such as carbonated and non-carbonated soft
drinks, packaged water, sports / energy drinks,
cider and various alcoholic beverages.
The soft drinks portfolio generally consists of
licence production of leading international brands,
for example Coca-Cola ® , Pepsi ® and Schweppes
® , and of strong national Group-owned brands
(both carbonated and non-carbonated) such as
Solo ® in Norway, Tuborg Squash ® in Denmark
and Zingo ® in Sweden. The Group has particular
strength in the mineral water category with several
market leadership positions, for example Ramlösa
® in Sweden, Carlsberg Kurvand ® in Denmark,
Farris ® and Imsdal ® in Norway , Passugger ®
in Switzerland and Pedras Salgadas ® in Portugal.
Within the energy drinks category, Battery ® , developed
by Finnish Sinebrychoff, has a strong position
in the Nordic region and has subsequently
been launched in more than a dozen markets,
among others Russia and Switzerland in 2001.