Imported Beer Slows Down... 'Carlsberg' Experiences Rapid Growth

2019 Sales Volume, 86% Growth
Jan-Feb This Year Up 75% YoY
Targeting SNS-Savvy 2030 Generation

[Asia Economy Reporter Choi Saeng-hye] Amid a slowdown in the growth of the domestic imported beer market, Golden Blue's imported and distributed Danish premium beer 'Carlsberg' is showing remarkable growth. Carlsberg's domestic sales volume last year grew by 86% compared to 2018, and sales from November to February this year also increased by 75% compared to the same period last year, continuing its growth trend.

As of 2017, Carlsberg ranked 5th in global sales among European beers and is currently exported to 150 countries as a global beer brand. Notably, due to its excellent quality and rich flavor, it was officially designated as the beer of the Danish royal family in 1904, a title it has maintained for over 100 years. In addition, Carlsberg has continuously added 'first' titles, maintaining high prestige and sharing the trajectory of world beer history.

In 1883, the 'Carlsberg Brewery' succeeded in cultivating pure yeast for the first time in the world, enabling beer to maintain a consistent taste over a long period. Furthermore, it contributed to ushering in a new era of lager beer by providing this technology free of charge to other beer companies. Currently, most lager beers use yeast developed by the Carlsberg Brewery. Now, with a history and tradition spanning over 170 years, the Carlsberg Group has become a global beer company leading not only in 'high quality' but also in innovation in 'packaging.' The Carlsberg Group, which places great importance on environmental protection, has applied eco-friendly ink to all Carlsberg bottle labels and is actively participating in global movements prioritizing eco-friendliness, such as striving to develop the world's first paper beer bottle.

Golden Blue is actively working to promote Carlsberg's high value and appeal to domestic consumers. They have uploaded promotional videos featuring Carlsberg's global brand model and world-renowned actor Mads Mikkelsen on social networking services (SNS), raising awareness mainly among the 20s and 30s age group. They are introducing Carlsberg to domestic consumers through various methods, including expanding home sales channels and sponsoring festivals.

Park Hee-jun, Vice President of Golden Blue, said, "Carlsberg has maintained a high position in the global beer market for a long time through tradition, high quality, and changes in packaging, and it continues to build brand trust with corporate philosophy and campaigns that align with global trends. Golden Blue will continue to carry out diverse marketing activities this year to help Carlsberg reach the top position in the domestic imported beer market as well."

This content was produced with the assistance of AI translation services.