The Carlsberg beer company has announced that they continued to expand their business operations in Vietnam last year, achieving high growth in production despite a general market decline.
Carlsberg has experienced strong growth in Asia, notably in China, India, and Vietnam, as well as in many markets in Central and Eastern Europe. By 2023, the Vietnam and India markets will account for 17% of Carlsberg’s total Asian market.
In Vietnam specifically, Carlsberg increased its production by 8% in 2022 and 2023 through gradual changes in implementation capabilities and business expansion.
Carlsberg mentioned that the growth is primarily driven by premium international brands, especially 1664 Blanc and Tuborg, which benefit directly from increased investment in distribution channels, expanded coverage, and the number of stores.
This growth in premium beer brands has offset the decline in local beer brands such as Huda.
In general, Carlsberg’s total premium product output increased by 1% in the past year, primarily contributed by Carlsberg and Tuborg. The premium Carlsberg brand increased by 12% while maintaining overall stability. Meanwhile, Tuborg’s premium output increased by 8% and total output increased by 3%.
In fact, Tuborg is not a new brand. Since April 2016, Carlsberg has introduced this premium beer brand to the Vietnamese market with noteworthy details such as a $1 million label design and VND 450 billion for marketing.
Tuborg is a lager brewed with submerged fermentation technology, offering a smooth and refreshing taste with hints of hop and grains and a mild bitterness.
Moreover, with its unique twist-off cap and distinctive raised lettering, the green bottle design aims to target a large segment of young consumers.
Mr. Tayfun Uner – General Director of Carlsberg Vietnam and Ms. Nadezhda Deshkovets – Marketing Director of Carlsberg Vietnam.
Vietnam is one of the major beer markets in Southeast Asia, attracting the participation of many global giants. However, the market is highly concentrated with the majority of market share held by 4 major brands: Sabeco, Habeco, Heineken, and Carlsberg.
Carlsberg was one of the first multinational companies from Denmark to enter Vietnam and made its initial investment in 1993. In the first 20 years, Carlsberg operated in Vietnam through Carlsberg Indochina.
In 2013, Carlsberg Vietnam completed its establishment, including both a business company and a production plant located in the North and Central regions of Vietnam.
Currently, Carlsberg Vietnam has a brewery in Hue with a capacity of 360 million liters per year.
Carlsberg holds approximately 8% of the beer market share in Vietnam (an increase of 1% compared to 2022) and sees many business opportunities and a continued focus on expanding its operations here.
Huda Brewery (Hue) owned by the Carlsberg Group
In 2024, to successfully achieve long-term growth ambitions, Carlsberg plans to further increase investment. Specifically, by keeping the sales and management cost-to-revenue ratio unchanged, the beer company intends to increase sales-related and marketing investments by over 10%.
In this regard, a significant portion of the expanded sales and marketing investments will be allocated to brand investments, expanding distribution channels in China and Vietnam, premium brands in other markets, digital capacity projects, and B2B e-commerce.
In Vietnam, the Danish beer manufacturer will continue to implement its multi-year transformation strategy with a clear ambition to accelerate growth through increased investments and a focus on key brands, regions, and capabilities.
The 7 investors of Shark Tank Vietnam Season 6 at the launch event in Ho Chi Minh City. Photo: Shark Tank Vietnam
The most recent significant expenditure from Carlsberg can be easily seen in their role as the diamond sponsor of Shark Tank Season 6 in 2023. In each episode, at the exclusive Carlsberg bar counter, moments and success stories of entrepreneurs will be celebrated with a toast and the slogan: One quality that parallels a thousand achievements.
