Carlsberg UK grows market share

By John Harrington

- Last updated on GMT

Related tags: Market share, Marketing

Carlsberg increased its overall volume market share in the UK
Carlsberg increased its overall volume market share in the UK
Carlsberg UK increased its UK market share in 2012 from 15% to 15.3%, driven by a “notable increase in the on-trade”, as turnover dipped 0.5% to £994.5m.

Pre-exceptional operating profits fell from £25.2m to £10.5m, “reflecting market decline and investment behind our infrastructure, our brands and our people” - the firm opened its new bottling facility and invested in its distribution in the year.

Its post-tax loss narrowed from £12.9m to £12.2m. Pre-tax losses widened from £3.2m to £11.6m. The company said conditions in the beer market “remain challenging”.

“Declining volumes, high duty rates and intense competition are putting pressure on the profit pool available to brewers. Despite this market background, in 2012 Carlsberg increased its overall volume market share from 15% to 15.3%, driven by a notable increase in the on-trade.

"The quality of our customer service, product portfolio and on-trade business understanding underpinned this result.”

Investment

The company added: “2012 was an important year for key events: the Queen’s Jubilee, Euro 2012 and the Olympics, and despite the poor summer weather, we were able to achieve important success during that period. This was underpinned by a significant increase in marketing investment behind our developing product portfolio.

“Beyond the core Carlsberg brands, the company increased distribution of its Staropramen, Tuborg and San Miguel brands and expanded its offer with the launch of San Miguel Fresca.

This year Carlsberg has launched Somersby, its first major investment in the cider market, as well as Carlsberg Citrus, a 2.8% flavoured lager.

“Focus on consumer-led innovation will continue through 2013 and beyond,” it stated.

Related topics: Beer

Related news

Show more