Our Purpose

We pursue perfection every day. We strive to brew better beers. Beers that stand at the heart of moments that bring people together. We do not settle for immediate gain when we can create a better tomorrow for all of us.

Our purpose is rooted in our heritage and in the mentality of our founders, who left a rich legacy that still greatly influences how we run our business today.

We live our purpose every day by focusing on our brands and the art of brewing. We excite our consumers with innovative and quality brews that strengthen our identity and pride as brewers and by continuously striving to do better. We are a highly engaged and diversified team that champions quality and innovation as we continue pursuing excellence and sustainability for better financial, environmental and societal performance.

The year 2024 marks the extension of Carlsberg Group’s strategic direction through the launch of Accelerate SAIL strategy, built on the firm foundation of SAIL'27. This demonstrates our commitment to refining our focus on long-term growth drivers while remaining agile in an ever- changing business landscape. It also instils a growth-oriented mindset within our high-performance culture, driving premium innovations and operational efficiency.

To achieve our aspirations for top-and bottom-line expansion, Accelerate SAIL ensures we continuously incorporate prior experiences and future expectations, guiding the way forward for our brands, categories, markets and capabilities.

Our business strategy is constantly guided by our global PURPOSE, which is Brewing Today for a Better Tomorrow.