21 July, 2006

Denmark: Royal Unibrew AS to attack Carlsberg in Danish market

Denmark's second-largest brewer Royal Unibrew AS is mounting a challenge to the number one player Carlsberg AS in the Danish market for imported and specialty beers, according to a report in the Boersen daily citing Royal Unibrew chief executive Poul Moeller, AFX reported July 19.

Carlsberg has a share of almost 40 percent of this lucrative market through a subsidiary called House of Beer, but Royal Unibrew has set up Xbeer with the aim of winning at least 20 percent of the market by the end of next year.

"We expect to win 10 to 20 percent of the market for specialty beers by the end of 2007," Moeller said, adding that the move is part of the company's wider programme started in 2005 to boost sales by 50 percent by 2007.

The market for imported and specialty beers has grown by 33 percent a year on average, and is expected to reach 10 to 12 percent of total beer sales within a few years, Boersen said.

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