CARLSBERG MALAYSIA GROUP AT A GLANCE

OUR COMPANY



Incorporated in 1969, Carlsberg Brewery Malaysia Berhad (Carlsberg Malaysia Group) is part of the Carlsberg Group, one of the leading global brewers with strong market positions across Western and Eastern Europe as well as Asia.

Carlsberg Malaysia Group is a dynamic brewer with businesses in Malaysia and Singapore as well as an investment in Sri Lanka. We also have a regional reach via exports to markets such as Thailand, Taiwan, Hong Kong, Cambodia and Laos.

Our international portfolio of brands comprises Carlsberg, complemented by our latest product innovation Carlsberg Smooth Draught and our strong beer Carlsberg Special Brew; premium brands Kronenbourg 1664 lager, Kronenbourg 1664 Blanc, Asahi Super Dry, Somersby cider available in Apple, Pear, Blackberry and Blueberry flavours as well as the imported third-party beer brand Corona Extra. Our local brands are Connor’s Stout Porter, SKOL, Royal Stout, Jolly Shandy and Nutrimalt.

Our new corporate strategy, SAIL’22 guide us toward our ambition to be a successful, professional and attractive brewer in our markets: successful by delivering sustainable organic top- and bottom-line growth; professional by being the preferred supplier of our customers; and attractive by delivering value for shareholders, employees and society.

At Carlsberg Malaysia Group, we appreciate and observe the ‘Golden Words’ of our founder J.C. Jacobsen. We pursue perfection everyday; we strive to brew high quality beers; we don’t settle for immediate gain, when we can create a better tomorrow for all of us. This sets the foundation of our Purpose: Brewing for a better today and tomorrow


SETTING SAIL

The Carlsberg Group’s new corporate strategy, SAIL’22, was communicated in March 2016 with the ambition to make the Carlsberg group of companies a successful, professional and attractive brewer in the markets where we operate in.

We measure success by delivering sustainable organic top and bottomline growth; professional by being the preferred supplier of our customers; and attractive by delivering value for shareholders, employees and society. Taking over the helm of the Group in July 2016, I have prioritised the implementation of the Carlsberg Group’s new strategy, SAIL’22 in our Malaysia and Singapore operations. Together with my senior leadership team, we have co-created the local strategic priorities for 2017 and beyond. It consists of three levers: Strengthen The Core, Position For Growth, and Deliver Value for Shareholders. These three levers are further cascaded down into seven strategic priorities as follow:

1. Grow in mainstream with Carlsberg Green Label and Carlsberg Smooth Draught;

2. ‘Win in Store’ with better in-store execution;

3. ‘Fund the Journey’ by delivering efficiencies in the areas of Supply Chain Efficiency, Operating Expenses and Value Management;

4. Go big in premium with Kronenbourg 1664 Blanc, Somersby cider, Asahi Super Dry and Connor’s Stout Porter;

5. Build new revenue streams with innovations and innovative approaches;

6. Achieve organic growth in operating profit;

7. Deliver high and stable dividend yield for shareholders.

Underpinning the three levers and seven strategic priorities are the two enablers: ‘Create a Winning Culture’ and ‘Defend our License to Operate’.

The development of the local strategic priorities of SAIL’22 was completed in November 2016 and cascaded to all employees through two companywide conferences held on 6 January 2017 in Malaysia and 8 February 2017 in Singapore. The priorities were also communicated to our Malaysian distributors at an annual conference that took place on 23 February 2017. To us, the year end of 2016 was about getting the hearts and minds of our people behind our strategy, whilst 2017 will be the first year of execution of the strategy

CHN COPY
Management
List of team members who deliver valuable, differentiated and reliable products to our customers.

Achievements
Awards and recognitions earned throughout the years.