DANSKERNE SKAL DRIVES TILBAGE TIL OLFLASKEN
Article Abstract:
The major Danish brewery company Carlsberg is to take measures in order to strengthen the position of beer on the Danish beverage market. In the past few years, beer consumption has declined, whereas the consumption of wine has increased and spirits consumption remains at the same level as five years ago. According to Carlsberg, beer is part of the Danish national culture. Now the company will launch an extensive marketing plan, including strengthening product development as well as sales efforts vis- -vis the retail sector and restaurants. The plan includes packaging, promotion activities, a new distribution system etc.
Comment:
Will take measures in order to strengthen position of beer on Danish beverage market
Publication Name: Boersen
Subject: Business, international
ISSN:
Year: 1998
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DENMARK: DEBATE ABOUT CARLSBERG BOTTLE
Article Abstract:
Other Danish breweries are irritated about the new Pen bottle of Carlsberg. In 1994, Minister of the Environment Svend Auken announced, that all new bottles should be of standard type. Marketing Director Leif Rasmussen of Bryggerigruppe (Faxe, Ceres and Thor) says it is strange that Carlsberg got its new bottle approved. Even more strange is, that the approval was given out of publicity. Rasmussen also criticizes Carlsberg about the deal it made with retailers. Carlsberg is paying retailers from sorting out Pen bottles. This deal was also made without informing other breweries.
Publication Name: Boersen
Subject: Business, international
ISSN:
Year: 1999
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DENMARK: CARLSBERG LAUNCHES NEW CONCEPT
Article Abstract:
The Danish brewery company Carlsberg is launching a new marketing concept, which integrates the sponsoring of international football tournaments. The concept is called "Part of the Game", and includes next year's European Championships, the amateur tournament Pub Cup and sponsoring of football clubs. The marketing activities include four commercial films, several printed advertisements etc.
Publication Name: Boersen
Subject: Business, international
ISSN:
Year: 1999
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