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Our Purpose

We pursue perfection every day. We strive to brew better beers that are at the heart of moments that bring people together. We do not settle for immediate gains when we can create a better tomorrow for all of us.

Our purpose, Brewing for a Better Today and Tomorrow, is rooted in our heritage and in the minds of our founders, who left a rich legacy that continues to guide how we run our business today. Their pioneering spirit, passion for brewing and proactive contribution to society are what make us who we are.

We live our purpose every day by focusing on our brands and the art of brewing, exciting our consumers with innovative and quality brews that strengthen our identity and pride as brewers, and by continuously aiming to do better.

Our business is propelled by a highly engaged and diversified team who champion quality and innovation, and who ensure that these priorities stay at the top of our strategic priorities, as we elevate our commitment to excellence and sustainability for better financial, environmental and societal performance.

Introducing our New Strategy: SAIL'27

Carlsberg Group recently launched our company wide’s brand-new strategy, SAIL’27. This strategy was developed as a collaborative, company-wide effort, co-created by over 200 Carlsberg employees from more than 30 different markets and functions.

In developing SAIL’27, we aimed at keeping and sharpening our strong strategic, organisational and financial dynamics while ensuring that our direction-setting was refreshed and that our new strategy reflects expected consumer, customer, societal, regulatory, economic and geopolitical trends and their likely impact on the beer category in terms of both volume and value. As such, SAIL’27 reflects the learnings from the past and assumptions for the future blended together.

In essence, SAIL’27 focuses on five strategic levers – portfolio, geographies, execution, culture and funding the journey – for which we have made distinct strategic choices, defining the focus of our efforts and resource allocation. Our strategic levers and choices should be viewed as an integrated set of activities that together will drive shareholder value.

An evolution of SAIL’22, SAIL’27 is built around our purpose of brewing for a better today and tomorrow, and our ambition of being the most successful, professional and attractive brewer.

Our business strategy is constantly guided by our global PURPOSE, which is Brewing Today for a Better Tomorrow.

Brewing for a better today & tomorrow

Most successful, professional, and attractive brewer in our markets.

Building on our strengths and accelerating growth