Carlsberg A/S Company Profile Publication Date: 28 Jul 2011 www.datamonitor.com Europe, Middle East & Africa Americas Asia Pacific 119 Farringdon Road 245 5th Avenue Level 46 London 4th Floor 2 Park Street EC1R 3DA New York, NY 10016 Sydney, NSW 2000 United Kingdom USA Australia t: +44 20 7551 9000 t: +1 212 686 7400 t: +61 2 8705 6900 f: +44 20 7551 9090 f: +1 212 686 2626 f: +61 2 8088 7405 e: [email protected] e: [email protected] e: [email protected] Carlsberg A/S ABOUT DATAMONITOR Datamonitor is a leading business information company specializing in industry analysis. Through its proprietary databases and wealth of expertise, Datamonitor provides clients with unbiased expert analysis and in depth forecasts for six industry sectors: Healthcare, Technology, Automotive, Energy, Consumer Markets, and Financial Services. The company also advises clients on the impact that new technology and eCommerce will have on their businesses. 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Carlsberg A/S Page 2 © Datamonitor Carlsberg A/S TABLE OF CONTENTS TABLE OF CONTENTS Company Overview..............................................................................................4 Key Facts...............................................................................................................4 Business Description...........................................................................................5 History...................................................................................................................6 Key Employees.....................................................................................................9 Key Employee Biographies................................................................................10 Major Products and Services............................................................................16 Revenue Analysis...............................................................................................18 SWOT Analysis...................................................................................................19 Top Competitors.................................................................................................25 Company View.....................................................................................................26 Locations and Subsidiaries...............................................................................31 Carlsberg A/S Page 3 © Datamonitor Carlsberg A/S Company Overview COMPANY OVERVIEW Carlsberg A/S (Carlsberg or ‘the company’) is the holding company for the Carlsberg Group. The company, through subsidiaries is engaged in the production, marketing and sale of beer. Carlsberg also produces soft drinks, energy drinks and bottled water. The company operates in Europe and Asia. It is headquartered in Copenhagen, Denmark and employs 41,402 people. The company recorded revenues of DKK60,054 million ($10,695.6 million) during the financial year ended December 2010 (FY2010), an increase of 1.1% over FY2009. The operating profit of the company was DKK10,249 million ($1,825.3 million) in FY2010, an increase of 9.1% over FY2009. The net profit was DKK5,351 million ($953 million) in FY2010, an increase of 48.6% over FY2009. KEY FACTS Head Office Carlsberg A/S 100 Ny Carslberg Vej 1799 Copenhagen V DNK Phone 45 33 27 3300 Fax 45 3327 4701 Web Address http://www.carlsberggroup.com Revenue / turnover 60,054.0 (DKK Mn) Financial Year End December Employees 41,402 Copenhagen Ticker CARL B Carlsberg A/S Page 4 © Datamonitor Carlsberg A/S Business Description BUSINESS DESCRIPTION Carlsberg A/S (Carlsberg or ‘the company’) is one of the leading brewing companies in the world. It is engaged in the production, marketing and sale of beer. Apart from beer, the company also produces soft drinks, energy drinks and bottled water. Carlsberg sells its 500 different brands in more than 150 countries across the world. Carlsberg's beer range comprises pilsner, non-alcoholic beer, seasonal brews, wheat beer, ale, stout, and light pilsner. The company's brand portfolio includes international premium brands such as Carlsberg, Tuborg, Baltika and Kronenbourg 1664; and local brands such as Ringnes (Norway), Feldschlosschen (Switzerland), Lav (Serbia) and Wusu (Western China). In accordance with the company's management and reporting structure, beverage activities are segmented according to the geographical regions where production takes place. The company operates though three geographic segments: Northern and Western Europe, Eastern Europe, and Asia. In Northern and Western Europe segment, Carlsberg is the second largest brewer with market leader positions in most of the countries. The segment covers mature markets like the Nordic countries, the UK, France and Switzerland. It also comprises markets like Poland, the Baltic States and countries on the Balkan Peninsula, where long-term beer consumption is still expected to grow. The Eastern Europe segment covers the growth markets of Russia and the Ukraine and a number of emerging beer markets. Carlsberg is the largest brewer in the region holding strong market leader positions in Russia and all other markets in the region except for the Ukraine. The Asia segment comprises old, mature Carlsberg markets, (Hong Kong, Malaysia, Singapore), and new emerging beer markets in China, Vietnam and India. Carlsberg operates its businesses in these markets through its subsidiaries such as Carlsberg India, Carlsberg Hong Kong, and Carlsberg Brewery Malaysia. Carlsberg A/S Page 5 © Datamonitor Carlsberg A/S History HISTORY Carlsberg A/S (Carlsberg or ‘the company’) was established by brewer, J.C. Jacobsen, in 1847, to produce bottom fermented, matured beer in accordance with the Bavarian tradition. The company exported its first barrel of beer to Edinburgh, Scotland, in 1868. The Carlsberg Foundation was created in 1876. In 1882, Jacobsen's son, Carl, opened a brewery under the name Ny (New) Carlsberg. Jacobsen subsequently changed the name of his brewery to Gamle (old) Carlsberg. In 1887, after Jacobsen's death, The Carlsberg Foundation took over Gamle Carlsberg. The Carlsberg pilsner's logo, designed by Thorvald Bindesboll, was introduced in 1904.The company opened its first overseas brewery in Blantyre, Malawi in 1968. Two years later, in 1970, Carlsberg and rival Danish brewery, Tuborg, merged to form United Breweries. In 1992, Carlsberg merged with English brewery Tetley. Carlsberg became the sole owner of Carlsberg-Tetley in 1997. In the same year, the Carlsberg Group acquired 75% of the equity of Poretti Industries in Italy. In 1998, the company was renamed Carlsberg Italy. Carlsberg increased its shareholding in the Portuguese brewery, Unicer-Bebidas, to 44% in 2000. Carlsberg Breweries was formed in 2001, owned 60% by Carlsberg and 40% by Orkla. In 2002, the company acquired two Bulgarian breweries, Shumensko Pivo and Pirinsko Pivo. In 2004, Carlsberg bought Orkla's share of Carlsberg Breweries. The company also entered into an agreement with Ongo Investment and various minority shareholders to acquire 34.5% of Wusu Brewery, located in the Xinjiang, China. The brewery was operated through a joint venture between Carlsberg and the Blue Sword Group, a local company. In the same year, Carlsberg Breweries and Labatt agreed to end their import, distribution and marketing agreement in the US. The company acquired 91.6% of the share capital of Holsten Brauerei in 2004, with an option of purchasing a further 6% at a later date. In the same year, Carlsberg acquired 51% of the shares in Serbia's third largest brewery Pivara Celarevo. The company sold its 29% shareholding in Harboes Bryggeri for DKK252 million ($49.7 million). Later in the year, Carlsberg's subsidiary, Holsten-Brauerei of Hamburg sold its 65.1% stake in Hansa-Brunnen of Rellingen.The company's German subsidiary Holsten-Brauerei sold the breweries, Konig-Brauerei,