JORGEN BUHL RASMUSSEN, PRESIDENT & CEO CARLSBERG GROUP

Dear Mr. Rasmussen would you, please, present yourself to our Bulgarian readers?

I am a Dane, 54 years old. From 1993 to 2006 I lived abroad – in the UK where I had top management positions at Duracell and Gillette. Since 2006 I have been with Carlsberg, based at the headquarters in Copenhagen. In 2007 I was appointed President & CEO of the Carlsberg Group, thus it is now up to me to head the transition Carlsberg is going through following the acquisition of half of Scottish & Newcastle in 2008. Today Carlsberg has become much more international and our ambition is the creation of the world’s fastest growing global brewer. What a journey! I have the most exciting job in the brewing sector.

Do you think that there are differences between Eastern and Western market beer consumption? What are the tendencies of development of these two markets?

Trends might differ slightly but basically both markets are interested in quality products and in products suitable for different drinking occasions. Both markets have strong ties to well known products, but both markets are also uninterested in being introduces to pure new products. That’s why Carlsberg has decided to further focus on innovation.

Do you think that healthy life habits change the beer market?

There is a general notion towards consumption of lighter beers. But I must also say that different occasions call for different beers. For example, consumers really enjoy our Tuborg Christmas Brew or in the case of Bulgaria our Shumensko Dark. 

Today the consumer’s needs are changing fast. How Carlsberg Group manages to respond to these needs?

It is our strong believe that consumers are in the heart of every decision we make. We are closely following the developments of consumer habits and behaviors and are trying to be their preferred choice. We are committed to provide the right products at the right package, at the right occasion and price. It has been our ultimate goal to foresee the future development of our consumers needs and proactively take all the necessary steps to satisfy them. We have been very successful in doing so and our results are the testament to this.

What is your impression of the Bulgarian beer market?

It is a really very rapidly changing beer market and I am impressed by the developments in the last few years. Obviously the development of the outlet universe is changing and new international players are entering the market, thus affecting shopping habits and traditional trade channels. It is amazing to see the variety of local and licensed beer brands and vast array of marketing activities and strategies implemented here. Certainly this trend will continue and I am very happy that Carlsberg Bulgaria is on the top of its game and is the fastest growing beer company in Bulgaria. 

What is the Carlsberg Group strategy for the Bulgarian market? Do you plan to offer to Bulgarian consumers other products of your portfolio – soft drinks?

Starting from a fairly local breweries and brands, we have succeeded to build a relevant portfolio of beer brands, which are well balanced and differentiated and with a distribution on a national scale. We put in practice a very innovative marketing policy, benefiting from our local expertise as well as drawing from the international experience of Carlsberg. We have always supported the local management team, respected their decisions and tried to incentivize them to look for new opportunities and new ways of conducting business. We are very happy to follow the positive growth of our products' sales and distribution over the years.

We are closely monitoring the development of the Bulgarian beverage landscape and will respond accordingly, should identify an opportunity for sustainable long-term business model.

Do you think that there is something that makes Bulgarian beer market remarkable compared to other world beer markets?

The Bulgarian beer market has long-standing traditions. For example our Shumensko brand is nearly 130 years old. It takes a lot of hard work and strong brand equity to survive through all these years of different political and economic changes.

What is the Carlsberg portfolio in Bulgaria compared to other countries?

In Carlsberg Bulgaria portfolio we have a serious foundation in local brands Shumensko and Pirinsko.

Shumensko is well recognized among the most successful local beers the global portfolio of Carlsberg. We are very proud to be able to produce locally Tuborg and Holsten and meet the high quality and production standards of Carlsberg. We do offer to our consumers through import our top international brand Carlsberg, as well as Buweiser Budvar. We are positive that we have the portfolio of quality beers, the expertise and the people to provide us with a long-term platform of growth.

Do you think that the increasing of local beer brands is a guarantee for market development?

For the last seven years we are consistent in our focus and investments in our local brands. We strongly believe in local power brands and their role in the company portfolio. The evolving consumer needs and increasing purchasing power represent an opportunity to "premiumise" our portfolio and also grow our license beer brands.

According your experience what is the successful way for beer distribution – hypermarkets, supermarkets or traditional stores?

Every market has its own specific development path. The increase of modern trade channels is a trend that is also visible in Bulgaria. We as a company are basing our distribution strategy on supplying our consumers in a mutually beneficial and relevant to the local trade environment way. We provide different products and packages for the different channels.

Bulgaria is a country with traditions in beer production. Have you tried our local brands and what do you think about them?

The quality of our beers in Bulgaria is extremely high. I have tried both Shumensko and Pirinsko and I am utterly pleased with their taste, aroma and quality.

What is your favorite beer?

In Bulgaria I always drink Shumensko.

Katya Dzhatova