1 6 Superbrands Volume 16 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 its portfolio, Carlsberg Smooth Draught, Carlsberg Special Brew and Carlsberg 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$188 million in 2024, the brand’s revenue is projected to grow by 4% to 6% by 2027. 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 was awarded silver at The Marketing Events Awards 2024 for Best Event (more than 500 attendees), and Best Event Branding, for its activation at the annual Sneaker Con SEA event. The brand also achieved the DFI Best Key Account for two consecutive years (2023 and 2024), FairPrice’s Preferred Business Partner of the Year Award, Top Key Account Manager Award and Going Extra Mile Award (GEM Award). Additionally, Carlsberg was awarded the Gold Award for Excellence in Work-Life Harmony at the HR Excellence Awards. 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 By leveraging on our flagship brands, such as Carlsberg Danish Pilsner and Carlsberg Smooth Draught, we continue to build brand equities, improve visibility, and expand consumer engagement. In 2024, we introduced Carlsberg Special Brew to expand and capture opportunities within the higher ABV segment and offer a wider variety of great brews to suit different target audience. Recent Developments Our Together towards ZERO and Beyond (TTZAB) programme comprises our ambitions and concrete targets to address our Environmental, Social and Governance (ESG) matters that are most material to our business and to the wider society. As we work to achieve these, we are putting in place governance structures, developing strategies, allocating resources and investment, and taking actions to achieve our targets of ZERO carbon emissions at our brewery by 2030 and net zero carbon emissions across our entire value chain by 2040. TTZAB outlines our ambition towards achieving our ZERO targets, which are categorised into ZERO Carbon Footprint, ZERO Farming Footprint, ZERO Packaging Waste, ZERO Water Waste, ZERO Irresponsible Drinking and ZERO Accidents Culture. Promotion In 2024, Carlsberg brand continues to be an integral part of Chinese New Year celebrations by exciting consumers with innovative and culturally relevant packaging for Chinese New
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