Carlsberg has invested heavily in its brewery in the south-west of Bulgaria. The company confirmed yesterday (30 November) that it has poured BGN30m (US$18m) into the plant in the town of Blagoevgrad, which makes Pirinsko Pivo.

Speaking to local reporters, Carlsberg Bulgaria's CEO Alexander Grancharov said: "We invested the sum to improve the brewing technology, the bottles and the label design. We expect with the modernisation and with an aggressive marketing campaign to boost the market share of Pirinsko to 10% next year from around 7% now."

In March this year, Grancharov said that Carlsberg was looking to pump BGN20m into upgrading its facility in Blagoevgrad.

The company has already invested around BGN10m this year in its other Bulgarian brewery in Shumen.

Carlsberg, currently the third largest brewer in the country behind InBev's Kamenitza brewery and Zagorka - co-owned by Coca-Cola HBC and Heineken - is hoping to increase sales in Bulgaria by between 5% and 7% this year, Grancharov added.