PRESENTATION • Introduction • Tuborg lemon t • Financial Strengh e • Market is attractiv • Production
TUBORG LEMON SUMMER SEASON of FESTIVITIES!
A refreshing beer with a twist of lemon flavour. It’s all about summer time refreshment, tapping into fun and active summertime drinking occasions. • Pilsner with 4,6% alchool •Produce it in Russia by Baltika. • Since May 2009 in Russia , Bulgaria, Serbia and Montenegro. •Target : young people between 18- 24 year-olds
Which are the financial strengths of Carlsberg to go in this new business area?
Impact of the S&N Acquisition
S&N brings Carlsberg into the top five brewers in the world
Is the summer beer market an attractive market in Denmark?
Market is attractive: - Strong market, financial position and brand awareness (loyalty) - T.L. answers to the new demand: Special Quality Fashionable Flavoured Lemon is a very popular flavour - Summer time: The consumption of beer increase in general People need something fresh Success of cider
Market is attractive - No summer standard beer on the market - Already in the Russia, Bulgaria, Serbia, Montenegro market: ď‚§ TL is succeful ď‚§ Experience
Should Carlsberg keep producing Tuborg lemon in Russia and transport it to Denmark or should they produce it in Denmark?
•Producce Tuborg Lemon
• Need a new production
•Produce halv of their malt
plant= High cost
production = raw materials
•Dont need two production
prices dont affect them that
plants. Not enough
Tuborg Lemon to other
• Copy it or adapt
PRODUCE IT IN RUSSIA AND SEND IT TO DENMARK
Has Carlsberg the right prerequisites to introduce Tuborg Lemon beer in the Danish beer market as a summer beer?
YES THEY HAVE!
THANK YOU AND SKOL!