The Beer Industry Insights

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ustrySummary of Carlsberg 2012:
Carlsberg Group is the fourth largest brewer in the world. Our extensive port- folio of beer brands provides a beer for every occasion and palate. Our flagship brand, Carlsberg, is one of the best- known beer brands in the world, and Baltika, Carlsberg, Tuborg and Kronen- bourg are among the biggest brands in Europe. In addition, we have a wide range of leading beer brands in local markets. Our business is focused in Western Europe, Eastern Europe and Asia, where we have strong market positions. The rest of the world is mainly serviced through export or license agreements.

Western Europe: Carlsberg is the second largest brewer in Western Europe, and in 2012 they had a 40bp market growth in this area.

Eastern Europe: Carlsberg holds a strong no. 1 position in the region’s main market, Russia, and very strong positions in the other markets in the region. In 2012 they had a 38,2% market share in the area.

Asia: Carlsberg’s Asian portfolio of businesses consists of mature markets such as Malaysia, Hong Kong and Singapore as well as investments in growing beer markets such as China, India and Vietnam. In 2012 their organic beer volume growth was 9%. China is the worlds largest beer market.

Carlsberg and the Market:
For more than tree decades, Carlsberg has been one of the largest commercial sponsors of professional football, and Carlsberg beer and football are almost inseparable. * Since 2008, stadium beer sales has gone up 40%

* There has been 6.6 million visitors to fan parks
* There has been 1 million cups of beer sold during half-time at the final * There was 3 million users of Carlsberg’s EURO 2012-app. Western European market: THE WESTERN EUROPEAN BEER MARKET WAS CHALLENGING IN 2012, IMPACTED BY DIFFICULT CONSUMER DYNAMICS AS WELL AS POOR WEATHER DURING THE SUMMER IN SOME MARKETS. Eastern European market: OVERALL, THE EASTERN EUROPEAN BEER MARKETS WERE FLAT FOR THE YEAR, ALTHOUGH WITH SOME VARIATIONS BETWEEN THE QUARTERS. Asian market: MOST OF OUR ASIAN BEER MARKETS
SHOWED STRONG GROWTH MOMENTUM THROUGHOUT THE YEAR. CHINA WAS IMPACTED BY BAD WEATHER LATE IN THE YEAR AND A SLIGHT SLOWDOWN IN OVERALL GROWTH.

Carlsbergs focus concerning the macro environment: see corporate social responsibility report COMPETITORS
Heineken
Heineken is the 3rd largest brewer in the world. HEINEKEN is a proud, independent global brewer committed to surprise and excite consumers everywhere. Four key attributes make the Company different: Heineken® is the first and only truly global beer brand, enjoyed in 178 countries around the world; a unique, worldwide footprint with operations in 71 countries, ensuring a broader reach for our brands than any other brewer; an internationally diverse, dynamic, committed and entrepreneurial team of around 70,000 employees; and the passion of the Heineken family remains as strong today as it was in 1864 when we first started brewing beer. Western Europe: HEINEKEN is Europe’s leading brewer. We have operating companies in 10 countries and an Export and Duty Free business. Revenue €7,785 million, 42,3% Central and Eastern Europe: HEINEKEN has a rich product portfolio of leading brands.
We have operating companies in 14 countries and we own and operate more than 50 breweries across the region. Revenue €3,280 million, 17,8% Americas: We operate 20 majority-owned breweries and seven joint venture breweries in a region characterised by attractive, growing and profitable markets. Revenue €4,523 million, 24,6% Africa and the Middle East: HEINEKEN first imported beer into Africa in 1900. Today we have operating companies
in 20 countries in the region and brew a number of blockbuster brands. Revenue €2,639 million, 14,4% Asia: The acquisition of Asia Pacific Breweries means we now have
 a presence in 19 countries in the region and operate 25 breweries. In India our joint venture company...
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