Carlsberg, one of the biggest global beer companies with 500 brands in 150 markets around the globe, is going to shrink its portfolio by four brands in Germany and pay more attention to the northern part of the country. The German list of 27 names will be shortened by removing Feldschloesschen, Grenzquell, Lüneburger and Moravia out of it.
The brewer’s spokesmen Jens Bekke said that beer market is Germany and the rest of Europe is declining, and they have decided to make this step in order to prevent further money loss and to make their business more profitable. The company is also going to focus in the north of the country and promote their strong brands there.
The results on the Russian market also upset the heads of Carlsberg, though the company is hoping to get this territory bringing nice revenues in the future.