Carlsberg's Falcon Breweries and Orkla's Pripps Breweries will, pending approval of the Sweden's competition authority, be merged and renamed Carlsberg Sverige (Sweden) AB.

The goal is to create a large exciting brewery that will build on the best values and strengths of Falcon and Pripps.

It will be achieved by trusting to the talents of the workforces in both companies and the strong brands that both Falcon and Pripps have, by offering the best customer service and building an effective distribution network.

Until the approval of the competition authority is given, Falcon and Pripps will continue as two independent companies. However, preparations for the merger of the two companies have begun. It has been decided that Mikael Hellberg, currently managing director for Pripps, will be recommended as managing director for Carlsberg Sverige AB. Other leading employees from both Falcon and Pripps will form the top management for Carlsberg Sverige.

To preserve customers and market position, the current two sales organisations will first be brought together after comprehensive analyses, which will also involve workers and unions. It has been decided, however, that Carlsberg Sverige's headquarters will be in Stockholm.

New managing director for Carlsberg Danmark

Lars Pahlson, currently managing director for Falcon Breweries in Sweden, has accepted an offer to become managing director for Carlsberg Danmark A/S - a job temporarily filled by Group managing director Nils Smedegaard Andersen alongside his other responsibilities.

Lars Pahlson will first be available to start his new job later in the year, as he will be involved in starting the process to integrate the two Swedish breweries Falcon and Pripps.

He is 41 years old with an MSc in Marketing. He has completed management training at IMD in Lausanne, Switzerland and has a comprehensive experience of sales and marketing from his 16 years with Nestlé in Sweden and other countries. In 1998 Lars Påhlson was appointed managing director of Falcon and has headed Falcon's successful development on the Swedish market, which has also seen the sale of Carlsberg develop positively.

"I am very happy that in Lars Pahlson we get a managing director for Carlsberg Danmark who has many years of experience of sales and marketing of consumer goods, and who has proved his talents as head of Falcon," said Nils Smedegaard Andersen.

"I am convinced that Lars Pahlson, together with the Danish management team, is extremely well qualified to continue Carlsberg Danmark's work towards being even more customer and market orientated."