Carlsberg Singapore Pte Ltd

Our Singapore operations is a trading business that sells a wide range of beer, stout, cider and shandy. It is a one-stop alcohol beverage provider located at the Hiap Hoe Building at Zhongshan Park, Singapore. It holds a 51% stake in MayBev Pte. Ltd. (MayBev), which is also a distributor in Singapore, for Asahi brands and other international brands such as Nikka whisky and Gekkeikan sake.

Our flagship brand in Singapore is Carlsberg, the country’s No. 1 imported beer and the second best-selling beer brand in Singapore. Other renowned brands in our portfolio are Carlsberg Smooth Draught, Carlsberg Special Brew, Kronenbourg 1664 Lager, Kronenbourg 1664 Blanc, Somersby cider, Asahi Super Dry, Connor’s Stout Porter, Royal Stout, SKOL and Jolly Shandy.

In 2016, revenue for the Singapore operations increased by 6.9% to RM583.1 million, but profit from operations declined by 8.5% to RM98.4 million in 2016 compared with the preceding year. This was due to a one-off gain in 2015 from a brand incentive and refund of Goods and Service Tax received in 2015.

Our premiumisation strategy paid off where we recorded a higher volume of 10.1% for four premium brands Kronenbourg 1664, Somersby cider, Asahi Super Dry and Connor’s Stout Porter. Our innovation Carlsberg Smooth Draught was launched in a 580ml bottle in July and instantly gained good traction in coffee shops, food courts, hawkers and Chinese eateries whilst the launch of Kronenbourg 1664 Blanc and Somersby Apple cider in 320ml can generated incremental sales among supermarkets and hypermarkets.

increase in revenue

decline in operating profits

RM83 million
free cash flow

Probably the Best Football Experience

Carlsberg, the official beer of UEFA EURO 2016TM, offered ‘Probably the Best Football Experience’ in Singapore. Joining forces with Carlsberg Malaysia, we rewarded ten Carlsberg ‘Play on Pitch’ contest winners and partners with a novel money-can’t-buy experience in France.

Singapore consumers were given VIP access to the exclusive UEFA Club Lounge where they had probably the best experience at the Stade de Lyon watching Cristiano Ronaldo and Luis Nani of team Portugal claiming victory over team Wales with a 2-0 win. They also experienced probably the best meet and greet event with international football legends like David James, Claude Makelele and Marcel Desailly, just to name a few.

Singapore consumer, Darren Lee, represented the wining team Singapore who won the ‘Play on Pitch’ game, was presented the “Carlsberg Man of the Match” award by Carlsberg Ambassador Peter Schmeichel.

Probably the Best Job in the World

The second edition of the recruitment campaign for the Carlsberg Brand Ambassador and Beer Taster were held in November and December respectively.

Back by popular demand, this Probably the Best Job in the World brand-building campaign aligned with the Carlsberg brand proposition that illustrates if Carlsberg undertook a project, it would be extraordinary and carried out in a witty manner.

In our quest for a better drinking experience and increased consumer engagement, we awarded the job to Royston Lim, who impressed the judges with his knowledge of the ingredients in a Carlsberg beer and the Carlsberg heritage. During the panel interview, Royston demonstrated that he had perfected the art of pouring Carlsberg when put to the test. He earned a pay-check of SGD 20,000 for just four hours on the job and experienced probably the best job interacting with Carlsberg consumers.

Probably the Smoothest Beer in the World

Seeing the potential in Carlsberg Smooth Draught, we launched the brew in a 580ml bottle in July. Sampling programmes to create awareness, promoted trials and simple blind beer taste tests with drinkers in coffee shops, food courts and hawker centres were conducted.

We also partnered with mainstream media, Lianhe WanBao for a five-week giveaway of Carlsberg Smooth Draught in the different regions of Singapore. Response from the trade and consumers was very positive.

The country’s leading cider brand

In conjunction with the launch of the Somerita drinking ritual, we activated Somersby Kombi, a mobile pop-up store, to promote the cider and induce trials among non-beer drinkers at parties, gatherings, picnics, barbeques and other outdoor occasions in Singapore. The kombi successfully roved around 41 places and engaged over 70,000 consumers. Response to the activation was very encouraging with the Somersby Singapore Facebook page recording a 7% increase in followers.

In the fourth quarter of 2016, we launched Somersby Blueberry cider in a 330ml bottle as a seasonal variant across all major supermarket chains nationwide. The cider, with 4.5% ABV content, offers a mild yet tangy taste of blueberries that is very refreshing. Targeting cider drinkers, the majority of whom are the younger and digitally savvy consumers, Somersby cider activated various engagement activities on its Facebook page and Instagram to further strengthen the brand affiliation of Somersby Apple cider, Somersby Pear Cider and Somersby Blueberry cider in Singapore.

Driving premium brands to Scale

Our premium brand Kronenbourg 1664 recorded steady 11% growth in 2016, mainly driven by greater affordability and accessibility due to smaller can packaging. In October, we introduced Kronenboug 1664 lager in a 330ml can, which delivered some 6% in incremental volume. In addition, we also launched Asahi Black, a dark lager with 5.5% ABV content in can format.

Effective 1 January 2017, we delisted Beck’s and Corona Extra, as this aligns with our SAIL’22 strategic priorities #2 – Go big in premium via our own brands Somersby cider and Kronenbourg 1664.

Lion Brewery (Ceylon) PLC

Lion Brewery

Lion Brewery (Ceylon) PLC is a Sri Lanka-based company engaged in the brewing, bottling and selling of beers, under license, for local and export markets. The Company's brands include Lion Lager, Carlsberg, Strong Beer, Special Brew and Lion Stout. It operates four breweries in India, including one each in Maharashtra, Rajasthan, Himachal and Kolkata. The Company's ultimate parent company is Carson Cumberbatch PLC.

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Interesting Facts About Beer For the lovers of beer the world over, drinking beer is almost a pastime...


Breweries: None
Market Position: 2
Market Share: 18%

Consumption per person:
approx. 22 litres

Ownership: 100% owned by Carlsberg Brewery Malaysia Berhad

The official website for Carlsberg Singapore Pte Ltd.
The official website for MayBev Pte Ltd Singapore.