The Carlsberg Group, a beer firm based in Denmark, has increased its investment in its brands last year. This is despite the challenging economic climate brought about by the pandemic.

The company has also maintained its focus on costs and managed to offset inflation and changing consumer behaviour. Here’s what we know so far about the Carlsberg Group’s strategic investments.

Rise in Marketing Investment

The beer firm reported a 19% increase in marketing investment during its 2022 financial year compared to the previous year. This translates to an approximate 10% higher than pre-pandemic 2019 levels.

The group’s Sail27 long-term growth strategy was launched last February and part of it included bolstering its premium portfolio, which includes Tuborg, 1664 Blanc, and Carlsberg. Currently, these premium brands account for 16% of total volume.

Growth Strategy Focus Areas

Carlsberg Group has identified four core focus areas within their growth strategy—premiumization & innovation; brand building; customer excellence; and efficiency & agility.

These areas are meant to guide their actions over the next five years and allow them to achieve their goal of becoming ‘best company in beer’ while delivering value for shareholders over time.

Potential Reasons for Change in Marketing Strategy

One potential reason for the change in marketing strategy is due to changing consumer perceptions on beer. While most consumers still associate beer with fun and relaxation, recent years have seen a shift towards a more health-conscious attitude towards consuming alcoholic beverages. This could be why Carlsberg Group has shifted focus to its premium products, which are associated with quality and sophistication.

The Carlsberg Group’s increased investment in marketing and its long-term growth strategy show that it is committed to adapting to changing consumer behaviour and market conditions. The company is also looking for ways to improve efficiency and agility, which could ensure that the firm remains competitive in the future. As the pandemic subsides, we can expect to see the Carlsberg Group continue its investments in marketing and innovation to stay ahead of the curve. 

Carlsberg beer
Image Source: Sky News

We can also expect to see the company continue to focus on cost savings, as well as actively pursuing opportunities for mergers and acquisitions. All of this would help bolster the firm’s portfolio and allow it to reach its goal of becoming the ‘best company in beer’. With these strategic investments, the Carlsberg Group is well-positioned to remain competitive in the years ahead. 

Lessons for Other Businesses

The Carlsberg Group’s strategic investments serve as a great example for other businesses that also have to adapt to changing market conditions. Companies should take note of the company’s commitment to investing in marketing and its focus on efficiency and agility. As well, they should consider how focusing on premium products can help them remain competitive during times of crisis and beyond. By following the Carlsberg Group’s lead, other companies can ensure their long-term success in an ever-changing business environment. 

Overall, the Carlsberg Group is making strategic investments despite the challenging economic climate brought about by the pandemic. The beer firm has increased their marketing investment, identified core focus areas for improvement, and is actively seeking opportunities to improve efficiency and agility. By following their example, other businesses can ensure their long-term success in a constantly changing market.

Potential Downfalls of the Strategy

Although the Carlsberg Group’s strategy could prove beneficial in the long term, there are potential risks associated with this approach. For example, increased marketing investment could lead to higher customer acquisition costs and reduced consumer loyalty as customers may be more easily swayed by competitors’ offers. Additionally, focusing solely on premium products could limit the company’s ability to reach lower-income demographics. Thus, it is important for the company to consider these potential risks when devising their long-term strategy. 

The Carlsberg Group has proven that they are willing to adapt to changing market conditions in order to ensure their success in the future. However, it is important for them to analyse potential risks and adjust their strategy accordingly in order to protect their investments. By considering these potential risks, the Carlsberg Group can ensure that they are properly managing their investments for long-term success. 


The Carlsberg Group has been faced with challenging times during this pandemic but they have responded by increasing their investments into their brands while ensuring that cost remains under control at all times. With a strong focus on premiumization & innovation, brand building, customer excellence, and efficiency & agility—the brewery giant looks well set for long term success despite difficult economic conditions over the past year or so.

It will be interesting to see how their strategies develop over time as consumer habits continue to change going forward into 2023.