SAIL'22

We pursue perfection every day.

We strive to Brew Better Beers. Beers that stand at the heart of moments that bring people together.

We don't settle for immediate gain, when we can create a better tomorrow for all of us.

BREWING FOR A BETTER TODAY & TOMORROW

Most Successful-Through improved earnings, margins, and market share

Most Professional - Be the preferred partner of our customers

Most Attractive - Increase value for shareholders, employees, and society.

To achieve our ambition, SAIL'22 focuses on four key priorities:

Strengthen #1 & #2 positions: Revitalize our core beer and transform our businesses for growth.

Position for growth: Focus on markets and cities where we can grow big. Actively shape non beer and craft segment.

Excel in execution: Focus on step change with digital processes, consumer R&D and exceling at the point of purchase.

Create a winning culture: Fostering team-based performance, stand by our values and ethics and contribute to the society