CPH Post

Business

Tuborg fast becoming Carlsberg’s international flagship

Indian and Chinese markets paying dividends


Tuborg’s will surpass Carlsberg despite the beer only being sold in 77 markets, compared to Carlsberg’s 140 markets (Photo: Flickr)

August 25, 2014
14:04

by CW


By the end of 2014, Tuborg beer will surpass Carlsberg as Carlsberg Group’s most sold Danish beer in the international market.

Tuborg is powering ahead in markets like India, China and Turkey, With 12 million hectolitres sold so far this year, it is expected to equal Carlsberg's international beer sales by the end of December. The brewery giant revealed in April that it now sells five times as much Tuborg in China than it did during its first year on the market.

“We are seeing huge gains in Turkey and Israel,” Graham Fewkes, Carlsberg’s head of global sales, told Jyllands-Posten newspaper. “Sales in India have risen by 56 percent and by 158 percent in China.”

“It’s happened quicker than we thought, but Tuborg perfectly fits markets that have a lot of young people and a growing middle class.”

READ MORE: Tuborg going down well in China

More with less
Tuborg’s international eclipsing of Carlsberg has occurred despite the beer only being sold in 77 markets, compared to Carlsberg’s 140.

The trend is expected to continue next year after the Danish brewery giant’s decision to invest more in the promotion of the successful beer.

Domestically Tuborg – which was first brewed in 1875 before merging with Carlsberg in 1970 – has been outselling Carlsberg for many years now.



Related stories



Latest Comments

TO HELL WITH YOU DENMARK

(Mwesigwa Joshua on September 23, 2014 21:51)

I say let the free market decide. If no one wants to eat there for whatever...

(Bill Gonzalez on September 23, 2014 20:45)

Those who feel happy in this country, never really experienced living in...

(Mannie Smollz on September 23, 2014 18:55)

Nice scribbling, fellow scribe

(Pat Furgurson on September 23, 2014 08:31)

Great for her..what a fighter..

(Martin Friis on September 23, 2014 07:17)

On the question of what the UN-approved definition of indigeneity can mean...

(Martin Edwin Andersen on September 23, 2014 06:50)

Seriously, these SF hipsters need to get out more; so what is the supporting...

(Bill Jones on September 23, 2014 01:55)

Denmark should start at home by promoting the rights of foreign parents of...

(Tom Iconoclast on September 22, 2014 20:46)

As World Conference on Indigenous Peoples begins in UN please see "Unleashing...

(Martin Edwin Andersen on September 22, 2014 14:27)

If anyone should be the target of a protest it should be the Supreme Court...

(Paulo Claro on September 22, 2014 10:56)