Food and Beverages Industry
Carlsberg, Denmark
Following our previous investments in Central and Eastern Europe, in September 2003 Carlsberg decided to acquire the majority stake in the Celarevo brewery, holding the third position in the Serbian market at that time. After the initial 51% purchase of the Celarevo shares, we went on increasing our stake, fully assured in the right choice of the strategic partner for our company.
What has actually prompted Carlsberg to expand its presence in the region?
The progress in macroeconomic reforms and regulatory activities now secures stable environment for our long-term investment plans. By starting operations in Serbia, we can take advantage of the market in a developing mode, with great GDP growth potential, along with local people, whose skills and competencies represent a true scarce resource. As an early mover, Carlsberg also has the opportunity to influence Serbian market development and even bolster already strong beer culture of local consumers.
To date, more than €100 million have been invested in the modernization of production halls, improvement of the quality of our brands, expansion of the distribution network, advertising campaigns, and local community projects. We are particularly proud of the new €3 million worth production line for beer in PET packaging, with the capacity of 8,200 two-litter plastic bottles per hour. A massive marketing campaign of our Lav brand has proven very successful - it is by a wide margin the second strongest positioned beer brand in Serbia and accounts for about 21% of the market. And what is more important, the trend has been on a steady rise.
Carlsberg's plans for the future are even more ambitious. With additional investments, an excellent brand name, and impressive enthusiasm of all our employees, we are positive that in the coming years things will only get better and better.
Mr. Boguslaw Bartczak
Former CEO
