Success Case Study: Carlsberg Export in the UK—Rebranding to Capture the Millennial


Published on : Nov 19, 2018

Albany, New York, November 19, 2018: Famous for whimsical advertising for millennial, Carlsberg, fourth largest brewer in the world, was going through tough times through identity crisis. The repercussions of being shunned by premium outlets were witnessed in its sales and the morale of employees. In spite of UK being the largest market for Carlsberg, the market plunged by more than 3 hectoliters. The idea of slicing prices too didn’t work as it had negative result on profits.  These insights are according to the report titled “Success Case Study Carlsberg Export In The Uk Rebranding To Capture The Millennial Market,”which has been recently added to the repository of Market Research Hub.

Carlsberg, in a bid to recuperate, embraced the Danish concept ‘hygge’, known for comfort and snug that brings well-being. It introduced the new proposition ‘Carlsberg from Denmark with Love’ which transformed the high quality, premium nature of the beer. The amalgamation of textures and colors influenced by the Danish concept hygge with ceramic white, wood and copper resulted in a copper-toned wording brown bottle and white label. Deserting the green bottle, which was the backbone for 170 years, for brown was an audacious stand.

The three objectives of Carlsberg—stabilize profit growth, bring back distribution losses from outlets and build a premium brand was attained in mere 14 weeks. In addition, Carlsberg export achieved an exponential growth by surpassing more than 9000 distribution points in the same duration. Carlsberg export not only regained a spot on Sainbury’s shelves but also got listed again in Waitrose. Predominantly, export has more pence than any of its competitors such as Budweiser, Stella Artois, Amstel and Kronenbourg. Carlsberg has rightfully earned back the confidence through aesthetic design honesty. As the slogan ‘More stylish than other brands’ helped the surge in pence per liter by 9%. Carlsberg UK was honored with prestigious DBA Design Effectiveness Grand Prix award for the brand reinvigoration of Carlsberg in February 2018.

Success Case Study: Carlsberg Export in the UKRebranding to Capture the Millennial: Report Content

Scope of this report is to provide authentic and thorough analysis and data associated with the   Carlsberg success story in the UK by rebranding to attract the millennial. These data incorporates the market size data, along with the graphical and textual analysis on the leading companies and the market growth trends. Prominently, the report covers major drivers, restraints, trends, predominant players in the market and product categories along with market estimation which has an impact on the market on a global scale.

The report delves into the struggle of Carlsberg when they were grappling to keep up with the emergence of novel craft beers arriving in the market. The report also highlights how the Danish roots with Scandinavian style helped Carlsberg earn the confidence of consumers and its employees.

The report unfolds from the executive summary which delineates market size in terms of revenue, market value and production. Besides, an exhaustive analysis of the competitive landscape highlights profiles of eminent players in the global market space. Moreover, the report also assesses the strategic moves, areas of interest, and developments undertaken by major players in the market.

Success Case Study: Carlsberg Export in the UKRebranding to Capture the Millennial: Report Content: Research Methodology

A vigorous research methodology has been adopted with regards to providing a research approach incorporating of secondary and primary research. The insights in the report is the result of an in-depth secondary research, primary interviews and in-house reviews by panel of experts.

The secondary research incorporates company websites, SEC filings and presentations by investors, industry white paper and statistical database. On the other hand, the primary research embodies face to face interviews, phonic interviews and e-mail interaction coupled with honest reviews of the shelf label market regardless of geographies. To leverage the readers with authentic and honest report of the success case study of Carlsberg, a panel of expert peruses and examines the data collected from various sources.

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