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Introducing Accelerate SAIL

Accelerate SAIL is the new phase of our SAIL '27 strategy, an exciting new journey that 
will help Carlsberg transition to into growth mode. Use this site to explore the ins and outs 
of the refreshed strategy, including our growth priorities and goals.

Growth priorities

Accelerate SAIL builds on the foundation laid with SAIL'27, but with an updated focus on investment and growth.

Over the last few years, Premium has become one of the strongest performers in our portfolio. This exciting, value-driving category is home to both strong global and local brands that - thanks to their solid market positions - have enjoyed significant popularity across markets.   

Premium now accounts for 20% of our total volumes, and premiumisation remains a major trend in the beer industry. This presents substantial opportunities for value creation. And this is why Premium will continue to be a key driver for revenue growth as we move forward. With the right investments, we can continue to elevate this category, both globally and locally.   

 Accelerate SAIL will ramp up investments in this category, allowing us to boost marketing and brand-building efforts, expand our portfolio of premium brands, and further develop our execution capabilities. All with the goal of increasing our share of Premium, while supporting our overall growth ambition.   

A rapidly growing category with a huge potential to attract new consumers into our portfolio. Beyond Beer brands like Somersby and Garage are already well established in many markets, and there are major opportunities to scale them further.   

By accelerating investment in Beyond Beer, we will massively boost brand-building efforts, innovation, footprint expansion, and execution.   

Accelerate SAIL is also about driving volume and value growth in some of our key markets.   

 

The purpose of Accelerate Sail is to drive forward Carlsberg's growth, innovation, and sustainability agenda. This initiative is focused on enhancing operational efficiency, fostering innovation in product offerings, and embracing sustainability practices across the company's operations. It aims to accelerate Carlsberg's position as a leading global brewer by improving its market competitiveness, fostering talent development, and contributing positively to environmental, social, and governance (ESG) goals. Through this strategy, Carlsberg seeks to engage consumers, increase brand loyalty, and maintain its commitment to long-term success and responsible business practices

The ambition of Accelerate Sail is to position the company as a dynamic leader in the global brewing industry, focused on growth, innovation, and sustainability. Carlsberg aims to drive substantial progress by enhancing its product portfolio, expanding its reach in existing and new markets, and continuously improving its operational efficiency. The initiative is designed to elevate Carlsberg’s commitment to creating value through sustainable practices that address environmental challenges, foster social responsibility, and ensure good governance.

By leveraging cutting-edge technology and embracing data-driven decision-making, Accelerate Sail also focuses on talent development and building a high-performance culture. This strategy is built around ambitious goals to meet consumer demands, increase brand equity, and create long-term, positive impacts on the communities it serves. The ambition of Accelerate Sail is to balance business growth with a strong commitment to people, society, and the planet, making sustainability a central pillar of the company’s future success.

Accelerate Sail focuses on key priorities to drive growth and sustainability:

  1. Sustainability and ESG: Achieving environmental and social responsibility goals.
  2. Innovation: Expanding product offerings to meet consumer demands.
  3. Operational Efficiency: Optimizing supply chains and productivity.
  4. Market Expansion: Strengthening presence in existing and new markets.
  5. Talent Development: Building a high-performance culture and leadership.
  6. Digital Transformation: Using technology to improve processes and decision-making.

More about the Carlsberg Group

About the Carlsberg Group

About the Carlsberg Group

Our Rich Heritage

Our Rich Heritage

Our ESG programme

Our ESG programme

Carlsberg's Together Towards ZERO and Beyond (TTZAB) programme consists of ambitions and concrete targets that address the environmental, social and governance (ESG) topics that are most material to our business and to wider society.