Carlsberg Business Model Canvas

Carlsberg collaborates with logistics and transport providers, like Einride in Sweden, to electrify its fleet, a move critical for achieving its ambitious sustainability targets. This partnership directly supports the reduction of carbon emissions throughout Carlsberg's extensive supply chain.

These strategic alliances are fundamental for optimizing delivery routes and ensuring consistent, timely product distribution. By working with specialized transport companies, Carlsberg aims to minimize its environmental footprint while enhancing operational efficiency.

Carlsberg's key partnerships extend to raw material suppliers, focusing on quality and sustainability. For example, in 2023, over 70% of its barley sourced from Western Europe was covered by sustainability programs, aiming for 100% by 2030. This commitment is also seen in water stewardship initiatives, with collaborations ensuring net positive water impact in water-stressed regions.

The company also partners with logistics providers like Einride in Sweden to electrify its fleet, crucial for its sustainability targets. These alliances optimize delivery and reduce environmental impact. Furthermore, Carlsberg collaborates with industry peers on packaging sustainability, aiming to increase the use of recycled materials, as seen in its Carlsberg Circular Community initiatives in 2024.

Strategic alliances with other beverage giants, such as the expanded bottling franchise partnership with PepsiCo in Kazakhstan and Kyrgyzstan from 2026, diversify Carlsberg's portfolio and enhance market reach. The acquisition of Britvic plc further solidifies its position as a multi-beverage supplier, strengthening its competitive edge.

Carlsberg actively manages its vast sales and distribution network, a critical activity for reaching consumers. This involves optimizing how products get to market, whether it's through pubs and restaurants (on-trade) or supermarkets and convenience stores (off-trade). In 2024, the company continued to emphasize digital solutions to streamline sales processes and enhance its B2B e-commerce platforms, aiming for greater efficiency and customer accessibility.

Building and maintaining strong relationships with distributors and retailers is paramount to ensuring Carlsberg's brands are readily available to customers. These strategic partnerships are the backbone of their widespread market presence. The company's focus on digital transformation in sales execution aims to provide real-time data and insights, allowing for more agile responses to market demands.

Carlsberg's key activities revolve around its extensive brewing operations, encompassing product development, manufacturing, and robust marketing efforts. The company also manages a sophisticated sales and distribution network, ensuring its diverse beverage portfolio reaches consumers efficiently. Furthermore, significant investment in research and development drives innovation in both product offerings and sustainable practices.

These activities are supported by a focus on optimizing the supply chain and logistics, including fleet electrification and material standardization. In 2024, Carlsberg's marketing reach extended to 120 markets, underscoring its global brand-building focus. The company's commitment to sustainability is evident in its R&D efforts, such as developing climate-resilient plants and eco-friendly packaging.

Carlsberg's intellectual property, encompassing unique brewing recipes and proprietary processes, is a cornerstone of its business. This IP, protected by patents, allows for distinct product differentiation in a crowded market. The company's commitment to innovation is evident in its continuous development of new beer varieties and brewing techniques.

The Carlsberg Research Laboratory, established in 1875, is a testament to the company's dedication to brewing science and expertise. This deep knowledge base fuels ongoing product innovation and quality assurance, providing a significant competitive advantage. In 2023, Carlsberg continued to invest in R&D, focusing on sustainable brewing practices and novel flavor profiles.

Carlsberg's key resources are multifaceted, encompassing its strong brand portfolio, extensive production facilities, valuable intellectual property, and a dedicated global workforce. These assets are crucial for maintaining its market position and driving future growth.

The company’s brand equity, built over decades, allows for premium pricing and consumer loyalty, a vital intangible asset. In 2023, Carlsberg continued to leverage its portfolio, with premium brands showing robust performance, contributing significantly to revenue.

Intellectual property, including proprietary brewing techniques and research from the Carlsberg Research Laboratory, provides a distinct competitive edge. This commitment to innovation ensures product quality and differentiation in the market.

Carlsberg's operational infrastructure, featuring over 70 breweries worldwide, ensures efficient production and distribution. In 2024, investments focused on optimizing these facilities for enhanced efficiency and sustainability.

Carlsberg's 'Together Towards ZERO and Beyond' program is a cornerstone of its value proposition, demonstrating a deep commitment to environmental, social, and governance (ESG) principles. This initiative directly addresses growing consumer and investor demand for sustainable business practices.

The program focuses on tangible goals, including significant reductions in carbon emissions and water usage across its operations. For instance, Carlsberg aims for zero carbon emissions at its breweries by 2030, a target that is crucial for mitigating climate change and appeals to a broad range of stakeholders.

Furthermore, Carlsberg actively promotes responsible consumption and champions sustainable packaging solutions, such as exploring fiber-based bottles. These efforts not only reduce environmental impact but also enhance brand reputation and foster loyalty among increasingly eco-aware consumers, contributing to long-term brand value.

Carlsberg's value proposition centers on offering a diverse, high-quality beverage portfolio, from premium lagers to alcohol-free options, catering to a wide range of consumer tastes. The acquisition of Britvic in July 2024 significantly expanded its non-alcoholic offerings, aligning with market growth trends.

Leveraging its rich heritage since 1847, Carlsberg builds consumer trust through consistent quality and iconic branding, reinforced by its 'Together Towards ZERO and Beyond' sustainability program. This ESG focus addresses growing demand for responsible business practices, with targets like zero carbon emissions at breweries by 2030.

The company ensures broad product accessibility through its global reach across 140 markets while maintaining local relevance by acquiring regional breweries and tailoring offerings to diverse tastes. This strategy, exemplified by continued local brewery integration in 2024, balances international appeal with deep market connections.

Carlsberg's innovation is evident in its growing alcohol-free beer segment and exploration of 'Beyond Beer' categories, reflecting evolving consumer preferences. This commitment to new offerings and engaging experiences, including targeted marketing, ensures continued market relevance and drives growth in key areas.

Carlsberg actively supports its on-trade and off-trade partners to drive sales and brand presence. This involves providing tailored customer service and efficient supply chain solutions, ensuring products are well-represented and readily available in venues like pubs and supermarkets.

Carlsberg nurtures customer relationships through a multi-faceted approach, blending digital interaction with tangible community engagement. Their B2B e-commerce platforms are being refined for deeper business customer insights and personalized service.

The company leverages sponsorships, like its ongoing partnership with Liverpool FC, to build emotional connections and brand loyalty, particularly noted for its impact in Asian markets throughout 2024. They also invest in community initiatives to foster goodwill.

Carlsberg maintains open communication channels for customer support and feedback, using this input to drive service and product improvements. This focus on customer interaction is key to adapting to evolving market demands.

Carlsberg's customer relationship strategy emphasizes active engagement and support for both consumers and business partners. This includes digital outreach, loyalty programs, and dedicated support for on-trade and off-trade channels.

Carlsberg actively utilizes e-commerce platforms, both its proprietary B2B portals and collaborations with major online retailers, to directly connect with consumers. This strategic channel is crucial for enhancing convenience and expanding direct market access.

In 2024, the online alcohol sales market continued its upward trajectory, with e-commerce platforms playing a pivotal role in driving this growth. Carlsberg's investment in these channels positions it to capture a significant share of this expanding digital marketplace.

Carlsberg's channel strategy is multifaceted, blending on-trade and off-trade engagements with a growing digital presence. This approach ensures brand visibility and accessibility across diverse consumer touchpoints.

The company leverages both its own e-commerce platforms and partnerships with online retailers, a strategy that proved particularly effective in 2024 as online alcohol sales continued their robust growth. This digital push complements its extensive network of wholesalers and distributors, which remain critical for efficient market penetration and logistical management.

Direct sales and licensing agreements further broaden Carlsberg's global footprint, allowing for brand control in key accounts and market expansion through local expertise. In 2024, licensing contributed to Carlsberg's presence in over 150 markets, with significant growth anticipated in Asia.

Carlsberg's customer base now significantly includes soft drink consumers, a segment broadened considerably by its acquisition of Britvic. This move, alongside strategic partnerships with PepsiCo, allows Carlsberg to tap into the vast market for carbonated drinks, juices, and other non-alcoholic beverages, diversifying its appeal beyond its core beer offerings.

Carlsberg's customer segments are diverse, ranging from adult beer enthusiasts to a growing base of consumers seeking non-alcoholic options. The company also serves the crucial on-premise sector, including pubs and restaurants, and a broad retail network of supermarkets and convenience stores.

The acquisition of Britvic in 2023 significantly expanded Carlsberg's reach into the soft drink market, broadening its customer base beyond traditional beer drinkers. This strategic move, coupled with ongoing efforts to grow its alcohol-free portfolio, reflects a commitment to catering to evolving consumer preferences. In 2024, the company observed continued strong demand for its low and no-alcohol offerings across key European markets.

Carlsberg dedicates substantial resources to marketing and sales, recognizing their vital role in brand building and sales generation. These efforts encompass large-scale global advertising campaigns, strategic sponsorships, and robust investments in digital marketing channels to reach a broad consumer base. For instance, in 2023, Carlsberg's marketing and sales expenses amounted to DKK 9,387 million, reflecting a significant commitment to these activities.

Carlsberg's cost structure is dominated by key operational expenses, including the procurement of raw materials like barley and hops, and significant manufacturing costs such as energy and labor. Marketing and distribution also represent substantial outlays, reflecting the company's global reach and brand-building efforts. General and administrative expenses, encompassing R&D and overheads, are managed through rigorous cost control measures.

Carlsberg earns income by licensing its well-known beer brands to third-party brewers and distributors across various international markets. This allows for wider product availability without direct manufacturing investment in every region.

Beyond brand licensing, Carlsberg also capitalizes on its deep brewing knowledge by offering consulting and expertise services. These fees are generated from partners seeking to leverage Carlsberg's operational and product development know-how, contributing to a diversified revenue stream.

Carlsberg's revenue is primarily generated from the sale of beer and beverages, encompassing a vast portfolio from global brands like Carlsberg and Tuborg to local specialties. This core business segment is supported by a robust global distribution network, ensuring consistent sales volumes. In 2023, net sales reached DKK 73.7 billion, with beer and beverages constituting the majority.

The company is actively expanding its non-alcoholic beverage segment, which includes alcohol-free beers and soft drinks. The acquisition of Britvic in 2024 significantly bolstered this area, and existing partnerships, such as with PepsiCo, continue to diversify this revenue stream. This strategic move caters to growing consumer demand for healthier options.

Carlsberg also capitalizes on its brand equity through licensing agreements with third-party brewers and distributors worldwide. Furthermore, it leverages its expertise by offering consulting services, sharing its brewing knowledge and operational know-how for fees. This diversification strategy enhances overall revenue resilience.

A key revenue driver is the company's focus on premiumization, pushing higher-margin specialty and craft beers. This strategy, evident in the strong performance of brands like Grimbergen and Tuborg in 2023, increases revenue per hectoliter and overall profitability. This premiumization extends to their non-alcoholic offerings, tapping into evolving consumer preferences.