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Carlsberg spends $20 million promoting Tuborg

Released at: 14:17, 09/04/2016

Carlsberg spends $20 million promoting Tuborg

New label introduced recently but promoted since last year.

by Nhi Linh

Danish brewer Carlsberg has spent VND450 billion ($20.18 million) on promoting efforts to introduce its Tuborg label in Vietnam, according to CEO of Carlsberg Vietnam Mr. Tayfun Uner.

The promotion plan was conducted during 2015 but the beer was only officially introduced in Vietnam on April 8.

Its slogan is “Open for Fun”. The bottle requires no bottle opener to open, which Carlsberg expects will increase sales and market share in Vietnam’s dynamic beer market. There were 129 breweries in the country as at last year, according to the Vietnam Beer, Alcohol and Beverage Association (VBA). Total production capacity is 4.8 billion liters but stood at 3.4 billion litters in 2015.

The Sai Gon Beer-Alcohol-Beverage Joint Stock Corporation (Sabeco) held the highest market share with 1.38 billion liters, followed by Heineken with 729 million liters, the Hanoi Beer Alcohol and Beverage Joint Stock Corp. (Habeco) with 667.8 million liters and then Carlsberg, with 229 million liters.

The four largest producers account for 88.4 per cent of the market.

Carlsberg arrived in Vietnam in 1993 but only in 2012 was Carlsberg Vietnam, a 100 per cent foreign company, established in the country, with three offices. It is also a strategic investor of Habeco, holding a 17.23 per cent stake.

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