by Eugene Vorotnikov - FoodBizDaily.com Moscow
February 04 2010 - Dutch brewing company Carlsberg is planning to invest up to PLN 57m (€14m) in its further development in Poland.
According to the local media reports, most of the funds will be spent on increasing production capacity, mainly at the Browar Okocim brewery. Carlsberg also has plans to increase the availability of its products and to equip its dining establishments and stores with cooling appliances. It will also invest in a number of promotion activities.
Most the local analysts believe that such a massive investments will allow Carlsberg to increase its share in the Polish beer market to 14% in 2010. Currently, the company is the third largest producer in Poland, with a 13.1% share, in terms of value. Despite the recession on the beer market in 2009, the company succeeded in keeping its market share, although its sales in terms of volume declined by between 5% and 8%.
Last year Carlsberg was able to regain its popularity in Ukraine thanks to the growing demand for its Harnas beer. Demand for this brand, which is in seventh position on the market, increased by 30% in 2009. However, Okocim Premium Pils, which was re-introduced on the market at the beginning of 2009, increased its market share to 1%. Within three years, Carlsberg expects Okocim’s market share to reach 3%.
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Carlsberg A/S
Address: Ny Carlsberg Vej 100 Copenhagen V, 1760 Denmark
Telephone: +45-33-273300
Fax: +45-33-274808
About Carlsberg A/S
Carlsberg A/S is a Denmark-based company active within the brewing industry. It is the parent company of the Carlsberg Group. The Company's principal business is the operation of breweries, which have a primary focus on the production, retail and marketing of beer, with secondary activities in the soft drink and water production. It offers approximately 500 brands, with a core international brand, Carlsberg Pilsner, supported by such international and regional brands as Tuborg, Baltika, 1664, Holsten, Kronenbourg, Falcon, Pripps, Karhu, Okocim, Feldschloesschen, Ringnes, Wusu and others. The Company is operational worldwide, with activities mainly in Northern, Western and Eastern Europe, as well as in Asia. In addition to its primary business, it is engaged in the development and sale of real estate, particularly at its former brewery sites, and the operation of the Carlsberg Research Center.