new carlsberg

Carlsberg’s overhauled Pilsner and Export brands have both seen an uptake in supermarket value sales

Carlsberg has returned to growth, putting an end to several years in the wilderness for the lager stalwart.

Both Carlsberg’s flagship ‘green’ Pilsner and Export brands have seen an uptake in supermarket value sales - albeit marginally - over the past 12 months, latest data reveals.

Export grew by £1.6m (0.9%) to £56.2m over the 52 weeks to 11 August 2018, while Pilsner clawed its way into the black with a gain of approximately £200k (0.2%), bringing the total brand’s value to £201.6m [Nielsen].

The brewer’s fortunes took a major downturn in 2015, when, despite being Britain’s fourth-biggest alcohol brand with over £348.1m in value sales [52 w/e 25 April that year], it was almost totally delisted by Tesco as part of the retailer’s Project Reset. For the 52 weeks ending 21 April 2018, value sales had dropped to £183.92m [Nielsen].

Carlsberg’s resurgence comes at the end of a three-year turnaround project, which included a massive £15m overhaul of Export, playing up its Danish heritage, and a similarly all-encompasing revamp for Pilsner, set to hit UK shelves in 2019, focusing on Carlsberg’s sustainability credentials.

Notably, the brand also won back three listings in Tesco with the supermarket’s September range review - though it is still some way off its previous presence.

Carlsberg UK’s national sales business unit VP Alistair Gaunt told The Grocer the brewer would continue “to ensure that there is a sense of ‘betterment’ in everything we do”.

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