Trend toward alcohol ‘moderation’ shifting Carlsberg’s strategy, CEO says
Carlsberg CEO Jacob Aarup-Andersen said the “biggest concern” for his business was future global consumption habits, citing a trend toward alcohol “moderation” among Western consumers.
“Overall alcohol consumption — especially in my category, which is beer — is slightly declining in the Western world,” he said, pointing to a particular trend of reduced alcohol consumption among young people.
The CEO said that while he continues to see a “long-term future” for great beer products, the company was also embracing other drinks categories to boost resilience.
“It’s very important to create resiliency,” he said. “That’s also why we as an industry, we’re pivoting.”
“We’re seeing significant growth in alcohol-free beers. It’s our fastest-growing category,” he added.
Aarup-Andersen said Carlsberg has launched more than 60…
