A glass never fully filled: Carlsberg’s persistent pursuit of innovation
Mikael Johansson discusses with New Food why he believes Carlsberg’s global success is largely due to his emphasis on brew quality.
Carlsberg
What comes to mind when you think of lager? A freshly pulled pint? An evening with friends? Whatever it may be, the taps almost always have the Carlsberg logo—or one of its several brands—on them. The journey that Carlsberg has taken to become a worldwide recognized alcohol brand in the 175 years since its founding was recently discussed by Mikael Johansson, Global Marketing Manager, with New Food.
The history of beer
Beer has been made for centuries by extracting raw materials with water, boiling (often with hops), and fermenting. In truth, the World History Encyclopaedia states that the typical date for the invention of beer is 4000 BCE.
A few millennia later, J.C. Jacobsen established the Danish company Carlsberg in 1847 when he built a sizable brewery on Valby Hill, outside of Copenhagen. Subsequently, Statista stated in 2021 that the Danish company generated volume sales totaling 119.6 hectoliters.
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Carlsberg asserts that its brand is “enjoyed in more than 150 markets worldwide” and that it has a “global presence.” Johansson concurred, telling New Food that its “relentless and consistent focus on brew quality” is a contributing factor in its success on a global scale.
Carlsberg
According to Carlsberg, its products are consumed in more than 150 countries globally.
“I believe that quality is what makes consumers pay and stick with a brand; without it, any brand would fail.”
Johansson stated that there is a “culture in the company for innovation” and that Carlsberg is constantly seeking ways to improve.
“We don’t want to stay mired in the past; we always want to improve our products.”
Appealing to everybody, everywhere
Johannsson revealed that, depending on the degree of market maturity in each area, Carlsberg needed to actively promote its brand in those regions.
When it comes to branding, there are certain markets where we firmly promote the brew quality. In certain markets, we prioritize building our brand awareness, but in others, there is already a favorable opinion.
Citing Asian markets as an area where branding is crucial, Johannsson went on to emphasize that Western European markets tend to sell the items themselves.
In support of his assertion, Statista data shows that the company’s sales volume peaked in 2021 in Central and Eastern Europe at 55.7 million hectoliters, while Carlsberg’s sales volume in Asia was approximately 44.4 million hectoliters.
With hundreds of items in its range, Carlsberg presently gives customers a lot of options to pick from, including beers with different alcohol percentages and even those with low or no alcohol content.
The increase in low/no
The Portman Group said that 64% of UK adults had at least tasted a low- or no-alcohol beverage, supporting the company’s claim that more consumers are choosing low- or no-alcohol options these days.
Furthermore, the study’s findings from 2021 revealed that 32% of UK drinkers now “semi regularly” consume low- or no-alcohol beverages, a rise of 7% from 2022.
Johansson clarified, “In recent years there has definitely been an extension with the purchase of low/no alcohol products,” in response to the demand.
those who sip beer
According to Johansson, “there has unquestionably been an extension with the purchase of low/no alcohol products in recent years.”
According to Johansson, “there is a trend toward moderation in low alcohol beer, but it will still be associated with what we refer to as high ABV (alcohol by volume) beer.”
Observing that “in all regions, in all markets, we have seen that [the demand for] alcohol-free beer is growing like crazy,” Johansson suggested that the reason behind customer demand for low- or no-alcohol choices is that they may be “consumed on more occasions than before.”
Johansson said that there will “always be a need” for low- or no-alcohol choices when asked if he believed that they would be the beverage of the future.
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“They meet various needs that the customers have. Thus, I believe that they will function in tandem with alcoholic options. I believe that the availability of alcohol-free beers has made it possible for people to consume them before to working out. There are a plethora of occasions these days where you can enjoy a cool beer.
Creating to Meet Needs
Johansson made it apparent that Carlsberg valued innovation and development in response to market needs.
According to German hop maker BartHaas, Carlsberg is currently the third-largest beer company in the world. Johansson acknowledged that creating new goods is a crucial part of the company’s manufacturing process to preserve its position in the market.
Johansson described creativity as a “intuitive process” and stated that Carlsberg’s research laboratories are “leading projects that are then applied to the brand.”
Johansson states that the length of time needed to create a new product might vary, ranging from six months to five years, depending on the complexity and scope of the innovation.
to produce new goods “It’s a blend of general consumer trends and commercial trends, but it also originates from our research lab’s forward-thinking, research-led innovations.”
lab personnel resplendent in their armor
Johansson revealed that Carlsberg has a “one of a kind” culture research lab, characterizing the space as an establishment where “brew geniuses” labor, while positioning the company’s lab researchers as a “innovative force.”
Johansson asserted that the researchers “ensure that the beers of the future are as fantastic as they are now.” From the perspective of ingredients as well as sourcing, which involves considering how we grow crops and use water.
The global marketing manager gave Carlsberg’s Wheat Larger, a product introduced in honor of its 175th anniversary, as an illustration of the brew masters’ work.
“Brewing is technically quite difficult. It’s lager made entirely of wheat malt. Normally you would use a combination of wheat and barley malt, but they managed to make it work.
“It’s a powerful method for us to demonstrate that we can go beyond the true potential of beer.”
Cheers to the past, present, and future!
It felt crucial to Johansson to preserve the founder’s legacy in the way Carlsberg innovates today. He informed New Food that the location of Carlsberg’s new office in Copenhagen is the same as that of the company’s former brewery.
Speaking further on going full circle following international success, Johansson revealed that the Carlsberg office has a motto that is “always burning,” which he claims represents the idea that “we are never satisfied.”
“There’s always room for improvement. That was very much there when Carlsberg’s founder established the company. We constantly have our eyes on the future and are not mired in the past.
Johansson stated that Carlsberg will continue to tailor its beer in order to ensure that customers are as happy with their pint as they have always been.
“It might be the blend, the design, or the location where you find it.” Whatever it is, Carlsberg seems to be coming up with fresh ideas quickly enough to keep customers wanting to try one of their lagers, old or new.