Carlsberg Breweries has appointed Jesper Bjørn Madsen as its senior vice president with primary responsibility for the Asian activities as of 1 August 2003. Madsen is currently CEO of Carlsberg Hong Kong Ltd and chief operations officer responsible for Carlsberg Asia's activities in Hong Kong, China and Laos. He joined Carlsberg in 1984 as a lawyer and was appointed vice president responsible for the coordination of international activities in 1991. He has been working in Hong Kong since 1995.