Our Strategy


Our Business Strategy

The Carlsberg Group’s corporate strategy, SAIL’22, was initiated 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.

The key strategic choices of SAIL'22 are grouped under the headings "Strengthen the Core", "Position for Growth" and "Deliver Value for Shareholders". These three levers are further cascaded down into seven strategic priorities, which form the core of our business model and performance priorities. Underpinning the three levers and seven business objectives are the two enablers: Create a Winning Culture and Defend our License to Operate.

SAIL'22 was co-developed by the top leadership team in the Carlsberg Group in order to leverage the Company's vast knowledge base, support a team-based culture and secure a fast implementation.

This strategy remains the bedrock of our operations, having turned the wider Carlsberg group of companies around with visible results over the past five years, and remains in place as we approach 2021.

Throughout this, we are constantly guided by our global PURPOSE, which is Brewing Today for a Better Tomorrow.


As a Successful company, we drive top- and bottom-line growth by finding the optimal balance between three key measures: beer volume market share, gross profit after logistics (GPaL) margin and operating profit.


As a Professional company, we excel in our ability to service our broad range of customers, by strengthening our capabilities within consumer insights, customer management, category management and execution and innovation in the area of logistics.


As an Attractive company, we focus on creating shared value for shareholders, employees and the society. Attractive to shareholders by delivering consistent earnings growth and improving return on invested capital. Attractive to employees by creating a great working environment and actively encouraging a high-performance culture. Attractive to society by having a wider purpose of being responsible and sustainable, which also directly builds on our heritage.