Carlsberg, widely known as a premium beer brand from Denmark, is the fourth largest brewer globally. The Carlsberg Group is one of the leading brewery groups in the world, with a large portfolio of beer and other beverage brands. The flagship brand – Carlsberg – is one of the best-known beer brands in the world and the Baltika, Carlsberg, and Tuborg brands are among the six biggest brands in Europe. More than 43,000 people work for the Carlsberg Group, and its products are sold in more than 150 markets. In 2010, the Carlsberg Group sold more than 135 million hectolitres of beer, which is about 40 billion bottles of beer annually.

History

Carlsberg was founded by J.C. Jacobsen in 1847. Since then he and his son Carl Jacobsen have strived to create great things for Copenhagen and beer making alike.

As the historical premium beer with its roots in Denmark, Carlsberg never stops honouring founder J.C. Jacobsen’s explorative mindset and thirst for perfection. When the current CEO, Mr. Jorgen Buhl Rasmussen, assumed office, he began to inject the FMCG DNA into this century-old enterprise. From that time, Carlsberg not only concentrated on manufacturing high quality beer, but also paid more attention to developing products that better fulfilled consumers’ demands, as well as nurturing consumers’ taste and demands. In order to better cater to this new approach, Carlsberg implemented a brand extension strategy and West China strategy in the Chinese market.

About Carlsberg

The Carlsberg Group strategy embraces the three regions in which we have chosen to compete: Northern & Western Europe, Eastern Europe and Asia.

Carlsberg’s activities are focused on markets where the Group has the strength and the right products to secure a leading position. Due to the variation of the markets, the contribution to growth, earnings and development within the Group differs, both at present and in the longer-term projections.

Against this background, the Group has defined its ambition:

to be the fastest growing global beer company

- measured in terms of average organic growth in net sales and growth in operating profit over a three year period.

The Carlsberg beer portfolio includes more than 500 brands. They vary significantly in volume, price, target audience and geographic penetration. The brand portfolio includes the well-known international premium brands Carlsberg, Tuborg, Baltika and Kronenbourg 1664, and strong local brands such as Ringnes (Norway), Feldschlösschen (Switzerland), Lav (Serbia) and Wusu (Western China).

Carlsberg in China

Carlsberg is one of the first international brewers who exported beer to China more than 130 years ago. In the late 19th, the first batch of Carlsberg beer travelled halfway around the world to China. Like other commodities representing the westernized lifestyle, Carlsberg began to accumulate fame in this ancient empire. At that time, Carlsberg was seen as a kind of special “wine” and served in Chinese bars. Carlsberg officially began its business in Greater China in 1978. The company inaugurated the Carlsberg Brewery in Hong Kong in 1981, which became the base for Carlsberg’s expansion into mainland China.

In 1995, Carlsberg acquired a major shareholding in a brewery in Huizhou, Guangdong. From that time on, Carlsberg’s presence in the mainland was assured.

In 1999, all production was moved from Hong Kong to Huizhou. The Carlsberg Brewery Guangdong in Huizhou now supplies products to mainland China, Hong Kong, and the Macau markets. After 2000, Carlsberg expanded its footprint to the western territories of China. It accelerated the acquisition of shareholdings in breweries in West China. Today, Carlsberg has full ownership or joint ventures in seven provinces. .

In accordance with the Western Development Strategy of the Chinese government, Carlsberg began its “journey to the west” in 2002 by introducing the West China Strategy. Under this strategy, Carlsberg acquired shareholdings in breweries in West China. To date, Carlsberg has established beer businesses in Yunan, Ningxia, Xinjiang, Tibet, Gansu, Chongqing, Sichuan, Hunan and Anhui with eight mainstream brands.

The wide range of brands Carlsberg serving China includes Carlsberg Green Label, Carlsberg Chill, Carlsberg Light, Kronenbourg 1664, Kilkenny, Guinness, Tetley’s, Gorona Extra, Skol, Tuborg, Wind Flower Snow & Moon, Xixia, Wusu, Sinkiang, Lhasa, Dali, Huanghe, and Shancheng Beer and Chong Qing Beer, plus three non beer brands, Boostar, Jolly Shandy, and Jagermeister.

The Stand

- What the Carlsberg Group stands for.

All the great accomplishments Carlsberg has had in China are inspired by what the Group calls The Stand and the essence of its identity: Thirst for Great. The spirit of Carlsberg’s founders J.C. Jacobsen and his son Carl Jacobsen, who respectively gave the Golden Words and motto to Carlsberg, is represented in this Stand. As the essence of the pioneers’ ideology, the global Stand is a true indication of Carlsberg’s passion for the pursuit of great people, great brands, and great moments within its business.

Career

Carlsberg is a great place to work:

Our brands are internationally popular, the atmosphere is fun and exciting, and we offer outstanding opportunities for career and personal development - both in your home country and around the world.

Ambition and passion:

We constantly want to develop and revitalize our company, so we are always looking for the most suitable people to fill vacant positions. You must be able to contribute to our profit and growth through innovation, quality and continuous improvement – and be ambitious and passionate about working at Carlsberg.

Carlsberg Group Career Website

Carlsberg China Website