Malaysia: Carlsberg’s main strategy is ensuring the customers taste “quality” beer

Carlsberg Brewery Malaysia’s major concern has always been to produce the freshest and highest quality beer, according to the managing director Mogens Joenck.

“We are investing a great amount of time and effort to produce something of quality, not only to compete within the malt-liquor market itself, but also with the wine and hard liquor sector,” he said. In order to produce high quality beer, Joenck said the company was constantly making sure that all its processes – from choosing raw materials such as yeast to bottling its beer –were done well.

According to Joenck, the main strategy would be to ensure that customers always taste ‘quality’ in the beer, is to shorten the time between complete packaging of the beer at the factory and the delivery of the beer to the retail outlets and bars as much as possible.

“For us, there is nothing better than a glass of beer after a hard day’s work, even better than a glass of wine.” Joenck said much lower excise duties were imposed by the Government on hard liquor and wine compared with beer.

Chin Voon Loong explained, Carlsberg executive director: “When the Government raises taxes, it tends to look for areas with a high volume of consumption or usage, and in our case, the MLM has a much higher volume of consumption compared with the hard liquor sector. Therefore, our excise duty rates are much higher.”

“This would not be very healthy for consumers in the long run it has a higher alcoholic content,” he said. He reckons there would not be a price war in the near future, as consumers still feel that they are paying a reasonable price for the quality of the drink they consume. Price wars are certainly not in our perspective and we would definitely not start one,” he said.

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