During the past six months, the Top-60 leadership team of the Carlsberg Group has together identified, evaluated and concluded on a range of strategic options. The chosen strategic priorities of SAIL’22 are based on key global trends, value drivers of the global beer industry and the Carlsberg Group’s strengths. These priorities will be supported by moving to a team-based winning culture which is more focused on delivery and performance.
Our ambition: To be a Successful, Professional and Attractive brewer in our markets
To become a Successful company, we will drive top- and bottom-line growth by finding the optimal balance between three key measures: beer volume market share, gross profit after logistics (GPaL) margin and operating profit.
To become a Professional company, we will excel in our ability to service our broad range of customers, by strengthening our capabilities within consumer insights, customer management, category management and execution and innovation in the logistics’ area.
To become an Attractive company, we will focus on creating shared value for shareholders, employees and the society. Attractive to shareholders by delivering consistent earnings growth and improving return on invested capital. Attractive to employees by creating a great working environment and actively encouraging a high-performance culture. Attractive to society by having a wider purpose of being responsible and sustainable, which also directly builds on our heritage.
Our key priorities: Strengthen Core, Position for Growth, Create a Winning Culture and Deliver Value for Shareholders
We will Strengthen our Core and Position for Growth, supported by a Winning Culture, with the objective of Delivering Value to Shareholders.
Read the full strategy announcement in the attached document and find further details in the presentation here.
President and CEO Cees ‘t Hart says: “With SAIL’22 the Carlsberg Group is embarking on a journey with the ambition to become a successful, professional and attractive brewer in our markets. By strengthening our core, positioning for growth and creating a winning culture, we will deliver improved financial performance and consistent value creation for our shareholders.
“While it is evolutionary in that beer remains the core of our business, it represents a fundamental change in the way we operate. The SAIL’22 initiatives build directly on our many strengths, including strong market positions, an excellent portfolio of international and local brands, our strong heritage, compelling innovation capabilities and proud and engaged employees.
"We now have a set of clear strategic and financial priorities. We will allocate resources against these priorities to ensure that we strengthen our core business and capture the many growth opportunities. We are also creating a team-based performance culture, designed to create a high sense of ownership and accountability.”
The Chairman of the Board, Flemming Besenbacher, says: “The Supervisory Board believes that SAIL’22 sets the right direction for the Carlsberg Group. The strategy is firmly based on the key capabilities and the heritage of the Group; and we believe that the strategy will deliver long-term sustainable value growth to the benefit of shareholders, employees and other stakeholders.”
Contacts
Investor Relations:
Peter Kondrup +45 3327 1221
Iben Steiness +45 3327 1232
Media Relations:
Kasper Elbjørn +45 4179 1216
Anders Bering +45 4179 1217
