Our Strategy



The Carlsberg Group’s new corporate strategy, SAIL’22, was communicated in March 2016 with the ambition to make the Carlsberg group of companies a successful, professional and attractive brewer in the markets where we operate in.

The key strategic choices of SAIL'22 are grouped under the headings "Strengthen the core", "Position for growth" and "Create a winning culture". Delivering on these choices will, in turn, enable us to deliver enhanced value for our shareholders.

SAIL'22 was co-developed by the top leadership team in the Carlsberg Group in order to leverage the Company's vast knowledge base, support a team-based culture and secure a fast implementation.

We are now three years into our journey and our results so far make us confident that SAIL'22 will generate organic top- and bottom-line growth going forward.

Our Ambition


As a Successful company, we drive top- and bottom-line growth by finding the optimal balance between three key measures: beer volume market share, gross profit after logistics (GPaL) margin and operating profit.


As a Professional company, we excel in our ability to service our broad range of customers, by strengthening our capabilities within consumer insights, customer management, category management and execution and innovation in the logistics’ area.


As an Attractive company, we focus on creating shared value for shareholders, employees and the society. Attractive to shareholders by delivering consistent earnings growth and improving return on invested capital. Attractive to employees by creating a great working environment and actively encouraging a high-performance culture. Attractive to society by having a wider purpose of being responsible and sustainable, which also directly builds on our heritage.