Carlsberg Beer Group, Carlsberg Beer (Guangdong) Co., Ltd., one of the top ten brands of beer, was founded in Denmark in 1847, the world's leading beer group, mainly engaged in the production and sales of beer and soft drinks, and the partnership with football is a proud tradition of Carlsberg
Carlsberg is the world's fourth-largest brewing group, founded in 1847 and headquartered in Copenhagen, Denmark. Carlsberg is also the company's main beer brand.
Founder J. J.C. Jacobsen began working in his father's brewery and on November 10, 1847 set up his own factory on the outskirts of Copenhagen to produce beer, which he named Carlsberg after his son Carl. His son, Karl. After studying brewing techniques in Denmark and abroad, Jacobsen founded the New Carlsberg Brewing Company in 1882, and the old and new Carlsberg breweries merged in 1906 to form the Carlsberg Brewing Company. It was not until 1970 that Carlsberg Brewing Company merged with Tuborg and became known as Carlsberg Public Company Limited.
The Carlsberg Group is one of the world's leading beer groups, with different brands around the world, including beer and other beverage products. Carlsberg's flagship product is one of the world's most recognizable international beer brands. Carlsberg, Baltika and Tuborg are among the top six beer brands in Europe. Carlsberg employs more than 43,000 people and sells its products in more than 150 different markets around the world. In 2010, the Carlsberg Group sold more than 13.5 billion litres of beer, or around 40 billion bottles.
As a brand with a long history in Denmark, Carlsberg has always inherited the spirit of its founder, J.C. Jacobsen, who explores the new and the desire for perfection. Jørgen Buhl Rasmussen, President and CEO of Carlsberg Group, has taken up his new role to bring the FMCG culture to this century-old foundation. Since then, Carlsberg has not only continued its tradition of producing high-quality beer products, introducing new products that cater to consumer needs, but also cultivating their tastes and needs. In order to better realize this new concept, Carlsberg has implemented a strategy of brand extension and expansion in China.
As early as more than 130 years ago, Carlsberg's beer was exported to China, and it was one of the earliest foreign beer products to appear in China. At the end of the 19th century, the first Carlsberg beers came to China halfway around the world. At that time, Carlsberg's beer was sold in small restaurants as a specially processed liquor. Like other imported products, Carlsberg, which represents Western culture, has become famous in this ancient civilization. The Carlsberg Group began operations in China in 1978. In 1981, Carlsberg Brewery (Hong Kong) Limited was established in Hong Kong, which laid the foundation for Carlsberg's development in the mainland. In 1995, Carlsberg acquired a brewery in Huizhou, Guangdong. Since then, Carlsberg has begun to take shape in the mainland. In 1999, the production of Hong Kong was transferred to Huizhou. Carlsberg Beer (Guangdong) Co., Ltd., located in Huizhou, is mainly responsible for supplying the Mainland, Hong Kong and Macao. Since 2002, Carlsberg has been expanding into western China, facilitating mergers and acquisitions with many local breweries. Today, Carlsberg has wholly owned or joint ventures in several inland provinces.
嘉士伯在100多个国家拥有500多种品牌，其中20多个在中国有售。按照品牌延伸的策略，品牌组合日渐强盛，满足了不同文化背景的消费者在不同场合的需求，同时也有助于培育他们的口味、需求和生活方式。在国内的嘉士伯系列品牌非常丰富，包括嘉士伯(Carlsberg Green Label)、冰纯嘉士伯(Carlsberg Chill)、特醇嘉士伯(Carlsberg Light)、凯旋1664(Kronenbourg 1664)、奇健尼(Kilkenny)、健力士(Guinness)、特利士(Tetley’s)、科罗娜(Gorona Extra)、世傲(Skol)、风花雪月(Wind Flower Snow & Moon)、西夏(Xixia)、乌苏(Wusu)、新疆(Xinjiang)、拉萨(Lhasa)、大理(Dali)、黄河(Huanghe)、山城(Shancheng)和重庆(Chongqing)，此外还有三个非beer品牌保斯达(Boostar)、怡乐仙地(Jolly Shandy)和野格(Jagermeister)。
With the in-depth development of the beer market in China, Carlsberg has found that there is a huge demand for mainstream beer compared to high-end beer. Under the macro background of the national government's "large-scale development of the western region", Carlsberg embarked on the journey of developing the western region in 2002. As a result of this strategy, Carlsberg acquired a number of breweries in the western region. Today, Carlsberg owns breweries in Yunnan, Ningxia, Xinjiang, Tibet, Gansu, Chongqing, Sichuan, Hunan and Anhui through various investment methods.
For Carlsberg, the march to the west does not mean conquering the local market or eliminating the original brand. On the contrary, through mergers and acquisitions, Carlsberg has been working with partners to improve the production level of the domestic beer industry, so that more consumers can enjoy better beer products, and realize the long-term commitment to grow together with local communities, partners, suppliers and employees. In addition to nurturing local brands in the west, Carlsberg has also helped the joint venture restructure or upgrade its production facilities, and even introduced high-tech, brewing techniques and management models. Through hard work, Carlsberg has become the leading beer group in western China.
Where there's football, there's Carlsberg
Sports sponsorship is integral to Carlsberg's brand strategy. Carlsberg's partnership with football is a tradition that Carlsberg is proud of. To build on this tradition, Carlsberg will continue to sponsor the UEFA Euro '08 and, since 1992, Liverpool FC, one of the world's most popular football clubs, has been sponsored.
