Carlsberg’s decision to launch its beer Tuborg in China is looking like a wise decision after Tuborg's sales figures shot up during its second year on the Chinese market.
The brewery giant now sells five times as much Tuborg in China than it did during its first year on the market and further gains are expected to be made in future years.
“We think that it’s going to keep expanding quickly and strongly,” Jørgen Buhl Rasmussen, the head of Carlsberg, said according to Ritzau news service.
“We expect that we can double the volume every year – for at least the next couple of years.”
Rasmussen went on to say that Tuborg had already established itself among the leading international beer brands on the Chinese market, and it was complimented earlier this week at the China Beer Industry Annual Summit where it was voted the fastest growing beer in the nation.
“It’s been a fantastic success, but one that we had expected,” Rasmussen said.
“Because as always, when we launch one of our international or local brands, we naturally do a lot of preparatory work concerning customer insight,”
Carlsberg did not wish to reveal the volume figures of its individual beer brands in China.