22 Superbrands Volume 15 Market Since its establishment in 1985, Carlsberg Singapore has grown to become a dynamic provider of alcoholic beverages, with a portfolio of international beer, stout, and cider brands. Today, Carlsberg Singapore’s portfolio is spearheaded by Carlsberg, Singapore’s number one imported beer. Based on Nielsen SG consumer offtake data tracking, it is also the number one beer in Modern Off-Trade and E-Commerce channels. Carlsberg brand offers the signature Danish Pilsner and is complemented by two innovative variants, Smooth Draught and 0.0 range. When consumed in moderation, our quality brews are at the heart of moments that unite people. With an annual turnover of approximately S$187 million in 2023, the brand’s revenue is projected to grow by 5.7% in the next three years. Achievements In addition to maintaining its leadership position in key sales channels, Carlsberg has been actively involved in bettering the consumer lifestyle and beer experience through relevant events and activities. Carlsberg Smooth Draught was awarded silver at the World Brand Design Society Awards 2023/2024 for its activation at the Gastrobeats event. The brand also achieved the 7-Eleven Singapore Best Partnership and Collaboration Award. 7-Eleven regarded Carlsberg’s operations as the ‘Best Partnership and Collaboration’ for providing the best services to its customers. Additionally, Carlsberg’s operations received the ‘Top Business Partner of the Year Award’ by the FairPrice Group under the beer category. History Originally registered as Carlsberg Marketing (Singapore) Pte Ltd in 1985, Carlsberg Singapore Pte Ltd was incorporated in 2001. Since then, Carlsberg has grown to become a dynamic provider of alcoholic beverages with a portfolio of international beer, stout, and cider brands. Today, Carlsberg Singapore’s portfolio is spearheaded by Carlsberg Danish Pilsner, Singapore’s number-one imported beer and the country’s best-selling brand. Product Brewed longer for its signature smoothness with an easy finish, Carlsberg Smooth Draught is the brand’s latest product innovation, specially crafted for consumers to enjoy the smooth sensation of a freshly tapped beer. Carlsberg Smooth Draught also introduces the innovative “POP cap”, revolutionising the draught beer drinking experience. It empowers consumers to POP a freshly tapped beer anytime, anywhere. Spearheading the alcohol-free beer category, Carlsberg 0.0 Pilsner & Wheat is a great alternative to quench the consumer’s thirst and encourage moderation towards healthier lifestyle trends amongst local consumers. Recent Developments In 2023, the company continued to enhance the Carlsberg brand’s drinking experience, striving to improve its brew quality consistency, packaging integrity, in-market promotions and serving rituals. While keeping intact innovations like the Carlsberg Nucleated Stem Glass and the Zero Oxygen Cap for Carlsberg Danish Pilsner and Carlsberg Smooth Draught bottles that offer fresher brews, the brand also conducted quality reviews and stress tests on Carlsberg glass bottles for consistent packaging integrity, following the installation of a new bottle filling line at the company brewery. Promotion In an effort to connect with its younger target audience, Carlsberg identifies key activation
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