Carlsberg looks to Shanghai

PUBLISHED : Thursday, 16 April, 1998, 12:00am
UPDATED : Thursday, 16 April, 1998, 12:00am

Denmark's most famous product is celebrating its 150th anniversary with a new brewery in China.

Carlsberg plans to open the Shanghai brewery at the end of this year.

It will more than double production capacity on the mainland, where Carlsberg has already been operating the Huizhou brewery in Guangdong since 1991.

The expansion programme will place 'probably the best beer in the world' at the forefront of the booming beer market.

'Within a few years, China will overtake the United States to become the largest beer market in the world and major brands such as Carlsberg are growing in popularity,' marketing director Edwin Lam said.

In Hong Kong, Carlsberg has been a favourite for more than 100 years and brewed locally since 1981.

Its support of local sporting and cultural events, such as the Carlsberg Cup soccer matches during Lunar New Year, a pop and drama festival, adds to its popularity.

Carlsberg Breweries has become one of the sparkling jewels in the crown of Danish business.

In the domestic market, it is a giant, not only because it is an integral part of Denmark's consumer culture, but due to the sponsorship of national art and culture.

Internationally, Carlsberg and Tuborg are two of the most widely-sold beers. Production has more than doubled over the past decade to around 3.3 billion litres and the group ranks among the world's top 10 brewers.


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