News_Q3 2012_UK_WEB.pdf - Carlsberg Group

4 NewsThirst for BeerPeople have been enjoying beer for millenniaand to make sure that this great tradition endures,Carlsberg has launched its “Thirst for Beer” initiative.As a key strategic project, Thirst for Beer is drawingon the strengths of the entire Carlsberg Groupto help grow the image of beer.Many factors influence the consumptionand perception of beer. Cultural shifts,new tax laws, societal attitudes andmarketing regulations all have an impacton consumer habits and attitudes. Whencombined, these factors may cultivatea negative image of beer, which may inreturn affect sales volumes, and in fact,the beer category is flat or shrinking inmany mature markets. As a response tothis and in close cooperation with otherglobal brewers and brewers’ associations,Carlsberg is working on promoting thereputation of beer in order to grow thebeer category and sustain the brewers’license to operate. The areas of cooperationinclude efforts to develop and manageself-regulation schemes and increaseawareness about beer and the brewers’contribution to the communities in whichthey operate.But Carlsberg has also launched its owninitiative, namely Thirst for Beer. Aimedat boosting the image and reputationof beer, Thirst for Beer addresses issueswhich affect everyone, from consumersto policymakers. “We want beer to becherished and appreciated by consumersand the wider stakeholder audience,”says Thirst for Beer Director MortenNielsen. “We want them to see it as theright choice for any occasion, such as theperfect accompaniment to a great mealor an evening with friends. We want themto recognise its quality when it’s brewedthe right way.”Targeting the categoryConsumers today are overwhelmed bychoices. In some markets, beer has lostground to wine, and in some markets,there is a misperception that drinking beeris unhealthy or irresponsible. “With theimage of beer eroding, it’s crucial that wealso focus on the category,” says Morten.The wine segment has had great successassociating wine with health benefits.“But it’s all just perception. There are nofacts to justify that wine is healthier thanbeer – and the beer category offers justas much variety.”By focusing on the wider beer categoryand not just on selected brands, Thirst forBeer is about reaching as many peopleas possible. “We need to get the facts outand profile beer as a refreshing, low-alcoholbeverage made from natural ingredientsand with a positive impact on healthwhen consumed in moderation,” saysMorten. “People have been brewing beerfor thousands of years. There are literallyhundreds of varieties, so there’s a perfectbrew for any occasion or meal.”Planting the seeds with a toolkitWhile Carlsberg cannot alter the perceptionof beer overnight, it can plant the rightseeds for change. “We’re trying to build abeer movement,” explains Morten, “andwe need everyone on board – friends,media, policymakers, experts and ofcourse all the employees of the CarlsbergGroup – so we’ve created a toolkit to helpus get there.”The toolkit is available for all Carlsberg’smarkets and is based on best practicesfrom around the world. It contains key factsabout beer, a guide to engaging with stakeholdersthrough both online and offlinemedia and ideas for creative execution.Tracking progressTo measure the advancement of beerconception among stakeholders and theefficiency of the Thirst for Beer initiative,Carlsberg will be assessing the attitudetoward beer on an annual basis. “We surveycustomers, consumers, stakeholdersand even policymakers to find out howCarlsberg is perceived and how we areseen as brewers – and to identify wherewe need to improve and where we aresucceeding in our efforts,” says Morten.Global action to reduce harmfuluse of alcoholIn addition to Thirst for Beer and the cooperationwith brewers and brewers’ associations, Carlsbergalso works in a broader context to promoteresponsible consumption of beer as a uniqueand refreshing drink of moderation. In October,the Group announced that it has teamed up witha group of global beer, wine and spirits producersto commit to joint actions to strengthen andexpand existing efforts and contribute to reducingthe harmful use of alcohol in five areas:• Reducing under-age drinking• Strengthening and expanding marketing codesof practice• Providing consumer information and responsibleproduct innovation• Reducing drinking and driving• Enlisting the support of retailers to reduceharmful drinkingTo emphasise our commitment to the five areas,Carlsberg will from 2013 report on how we areprogressing on the commitments.