CARLSBERG MALAYSIA GROUP AT A GLANCE
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
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
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
2. ‘Win in Store’ with better in-store
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
5. Build new revenue streams
with innovations and innovative
6. Achieve organic growth in operating
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