Carlsberg Group (CARL) CMD 2025 summary

Strategic Priorities and Growth Algorithm

• Targeting 4–6% organic revenue growth, driven by volume, premiumization, price discipline, and a diversified beverage portfolio, with organic operating profit growth ahead of revenue.

• Two-thirds of revenue growth expected from improvements in revenue per hectoliter, prioritizing premium, alcohol-free, and beyond beer segments.

• Building a growth culture around challenging the status quo, compassion, consumer passion, fast decision-making, and people empowerment.

• Strengthening commercial capabilities, digital transformation, and innovation to drive top- and bottom-line growth.

• Expanding in high-potential markets, especially Asia, Central & Eastern Europe, and India, while maintaining strongholds in Western Europe.

Digital Transformation and Commercial Capabilities

• Major investments in digital backbone, unified data foundation, and AI-driven tools to accelerate digital transformation and enable end-to-end business integration.

• Rollout of new B2B platform (Served), digitized sales execution (FIT, Sales Coach), and advanced value management tool (VMX) to drive commercial excellence and top-line growth.

• Digital commerce now represents 10% of revenue and is growing rapidly, with both B2B and B2C channels expanding through strategic partnerships and platform upgrades.

• Data marketplace (OneLake) consolidates data assets, enabling advanced analytics, AI scalability, and integrated business planning.

• Emphasis on talent development, agility, and cross-functional integration to support digital and commercial initiatives.

Business Developments and Portfolio Strategy

• Acquisition of Britvic creates a unique multi-beverage platform in the UK, combining beer and soft drinks, and deepening the PepsiCo partnership.

• Soft drinks now represent 30% of group volumes and revenue, with strong structural tailwinds and synergy with beer across the value chain.

• Expanding PepsiCo partnership to 9 markets from 2026, with further geographies under consideration.

• Focus on premiumisation, innovation, and category expansion, including alcohol-free brews, energy drinks, and functional beverages.

• Digital transformation initiatives include a unified data foundation, AI-powered analytics, and new digital commerce platforms to enhance sales execution and value management.