Carlsberg Group

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Carlsberg Group
Industry Beverages and Brewing
Founded 1847
Headquarters Copenhagen, Denmark
Area Served Worldwide
President & CEO Jørgen Buhl Rasmussen
Chairman Flemming Besenbacher
Products Beers, Ciders, Soft Drinks, Bottled Water
Market Value 15,363.1m$
Employees 155,000 (2014)

About Carlsberg Group[edit]

The Carlsberg Group is a Danish brewing company founded in 1847 by J. C. Jacobsen in Copenhagen, Denmark. Carlsberg Beer is the company's flagship brand. Other famous beverages produced by Carlsberg are Tuborg, Kronenbourg, Somersby Cider, Baltika (a Russian beer) and Belgian Grimbergen abbey beers. Carlsberg also produces more than 500 local beers. In 2001, Carlsberg merged with the brewery assets of Norwegian conglomerate Orkla ASA and thus became the 4th largest brewing company in the world by 2009, and the leading beer producer in Russia. The founder J. C. Jacobsen was a philanthropist and art collector. He was able to assemble an impressive art collection. The collection is now exhibited in the Ny Carlsberg Glyptotek in central Copenhagen. In 1875 Jacobsen also set up the Carlsberg Laboratory. Scientific research related to brewing was done there. In 1972 it was renamed the Carlsberg Research Center. Since 1970 Carlsberg has been buying up other breweries (Tuborg breweries in 1970, Scottish & Newcastle in 2008, Olympic Brewery in 2014) and merging (Tetley in 1992, Orkla ASA in 2001) with others.

Engagement in Cultural Diplomacy[edit]

Carlsberg is socially and environmentally aware of its impact and tries to make it as positive as possible. The company makes positive contributions to the societies and communities in which it operates. The old Carlsberg brewery in Copenhagen is now a museum and open for tours. It has been visited by famous people, including Winston Churchill, Yuri Gagarin and Queen Elizabeth II. The brewery thus functions as an important ambassador for Danish culture.

Employment Policy[edit]

Carlsberg has a set of Winning Behaviours and Leadership Competencies that define its culture and policy. The Carlsberg Group operations are divided into three market areas (Northern & Western Europe, Eastern Europe and Asia.) to make support to customers and consumers more efficient. Carlsberg calls itself a GloCal organisation. It strives to find “the right balance between working closely together at a global level while allowing our many strong local brands and initiatives to flourish”.


Grants And Scholarships[edit]

Carlsberg has two forms of sponsorships from. Either sponsorships come from the Carlsberg Brewery and are part of the commercial campaigns, or they are granted by the Carlsberg Foundation for significant contributions to arts and sciences. Carlsberg has a strong policy on South East Europe’s ecology. In this context Carlsberg Srbija (2006), Carlsberg Bulgaria and Carlsberg Croatia (2008) established environmental scholarships and grants for students and young scientists. The project started as a collaboration between the Serbian Ministry for Environment Protection, the Danish Embassy in Serbia, Carlsberg and the Municipality of Rakovica in Belgrade. The Green Scholarship makes funds available for young researchers and the scientific institutions for selected projects from different environmental areas. and makes funds available. Every year ten students writing a thesis in chemistry, biochemistry or biotechnology at a Danish University can receive a Grants of DKK 600,000. The scholarships aim to strengthen project activities and increase the number and expertise of students within these fields. The Carlsberg Bequest annually awards a prize of DKK 100,000 to exceptional researchers at Danish Universities in the fields of Biotechnology and Chemistry.

Cooperation with Universities[edit]

Carlsberg cooperates with multiple universities, mostly by granting scholarships and grants to outstanding students and scientific projects (see above).

Notable Activities[edit]

Promoting Human and Civil-rights[edit]

Carlsberg has its own Labour and Human Rights Policy (LHR). They form the companies basis for forming an environment where each employee can develop his or her potential. For example, Carlsberg has developed mechanisms to handle issues such as overtime hours and payments correctly. Their policy stresses that Carlsberg respects international human rights principles and international labour standards, since the policy based on the United Nations Universal Declaration of Human Rights and the International Labour Organisation’s Declaration on Fundamental Principles and Rights at Work.

Activities in the field of Humanitarian Aid[edit]

Carlsberg is engaged in multiple social projects. One example is the Baltikas ‘Beer Patrols’ project in the Samara region in Russia since 2008. The Beer Patrol project can be seen as a 'social raid programme' that tries to create awareness about the problem of underage drinking and prevent sales to minors. Another example is the campaign Carlsberg and the major Swedish restaurant chain Harrys launched in 2012, “Don’t drink & drive”. Since its foundation in 1996 the Kronenbourg Foundation has sponsored philanthropic and innovative projects that promote social cohesion, networking, and positive change in communities.

Supporting Music and Visual Arts[edit]

The Carlsberg Foundation was founded in 1876. The foundation owns about 30% of the shares in Carlsberg Group and has nearly 75% of the voting power. The foundation runs and funds the Carlsberg Laboratory, the museum at Frederiksborg Palace, the Ny Carlsberg Glyptotek. It also funds scientific research and social works via the Tuborg Foundation.

Supporting Films Industry[edit]

Carlsberg has made many promotional films, celebrating its achievements, such as Take Your Seats and The Power of Football.

Supporting Sports[edit]

Carlsberg Brewery has sponsored a number of big sports events. It was an important sponsor of UEFA Euro in 2008 and 2012. In 2004 Carlsberg was a major sponsors of the 2004 European Football Championship, where it first used the promotional slogan "probably the best lager in the world" and in 1990 Carlsberg also sponsored the FIFA World Cup. Carlsberg also sponsors multiple sports clubs, of which many football teams such as Liverpool F.C. (from 1992 until 2010), . Hajduk Split, a Croatian football team, and Arsenal F.C..

External Links[edit]

Official Websites

Carlsberg Visitor Center