HUNGARY: Carlsberg looks to up market share
Carlsberg is set to focus its efforts on boosting market share in Hungary. Speaking to reporters late last week, Carlsberg Hungary's managing director Poul Bech said the company expects to reach between 1% and 3% of the country's beer market going forward.
The brewer plans to achieve annual sales of between €5 m and €6 m in Hungary.
Carlsberg aims to concentrate on the premium segment in the country, which accounts for almost 20% of the total market, Bech said. The company hopes to attain a share of 5% to 10% of the segment, with its Carlsberg brand in the top segment, and Holsten and Skol in the premium category.
The company has also developed a new brand, called Pannon Aszok, specifically for the Hungarian market. The brand will be produced by Carlsberg's Croatian brewery, while Carlsberg's other brands will be imported from neighbouring EU countries.
Carlsberg's Tuborg brand is currently manufactured in Hungary by Dreher, a subsidiary of SABMiller, under a long-term license agreement.
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