{"id":33046,"date":"2019-05-03T14:27:46","date_gmt":"2019-05-03T14:27:46","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/carlsberg-looking-win-back-british-market-remarkable-slogan\/"},"modified":"2019-05-03T14:27:46","modified_gmt":"2019-05-03T14:27:46","slug":"carlsberg-looking-win-back-british-market-remarkable-slogan","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/carlsberg-looking-win-back-british-market-remarkable-slogan\/","title":{"rendered":"Carlsberg wil Britse markt heroveren met opmerkelijke slogan"},"content":{"rendered":"<p>Het gaat <strong>Carlsberg<\/strong>-groep voor de wind, behalve in het Verenigd Koninkrijk. Met een gedurfde reclamecampagne tracht de Deense brouwer de Britse consument opnieuw voor zich te winnen.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>&#8220;Not the best beer&#8221;<\/h2>\n<p>De campagne met de slogan <a href=\"https:\/\/www.telegraaf.nl\/financieel\/3530234\/carlsberg-vecht-zich-terug\" target=\"_blank\" rel=\"noopener\">\u2018We\u2019re probably not the best beer in the world. So we\u2019ve changed it\u2018<\/a> werd onlangs gelanceerd. \u201cHet is een uitdagende campagne, waarin we eerlijk en transparant willen zijn over wat er gebeurd is. We waren goed, maar worden nu niet meer zo gewaardeerd\u201d, aldus topman Cees \u2019t Hart. Enkele jaren geleden verlaagde Carlsberg het alcoholpercentage van zijn bier om accijnzen te ontlopen, maar dat viel niet in de smaak bij de Britse consument en het marktaandeel viel terug. De Britten zijn echter goed voor ongeveer een vijfde van het totale volume van het merk Carlsberg.<\/p>\n<p>\u00a0<\/p>\n<p>Niettegenstaande de Britse terugval, was <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/carlsberg-dankt-groei-aan-speciaalbier-en-alcoholvrij\" target=\"_blank\" rel=\"noopener\">2018 voor de Denen een uitstekend jaar<\/a>: de omzet steeg met 6,5% en de nettowinst met 9%. De goede resultaten zijn mede het gevolg van de strakke lijn die \u2019t Hart voor de brouwerijgroep heeft uitgetekend: investeren in de sterke merken en toch de kosten onder controle houden. Ondertussen is Carlsberg zelfs gestart met de inkoop van eigen aandelen, al betreurt de topman dat wel een beetje: \u201cWe wilden liever iets kopen. Een echte prooi is er momenteel niet. Daarom kopen we eigen aandelen in totdat we een overnamekandidaat hebben.\u201d<\/p>\n<p>\u00a0<\/p>\n<p>Voor die overnames richt de brouwer zich op lokale, sterke merken. Enkele jaren geleden nam Carlsberg zo een belang van 17% in de Vietnamese brouwer Habeco. In vele landen ligt dat erg gevoelig omdat bier van het volk is, stelt \u2019t Hart. \u201cWe staan daardoor wel voor in de rij, mocht de overheid verder willen privatiseren.\u201d<\/p>\n<p>\u00a0<\/p>\n<h2>Omzet groeit sterk<\/h2>\n<p>De trend die zich vorig jaar aftekende, zette zich alvast verder in het eerste kwartaal van 2019. De brouwer kende opnieuw een sterke groei van de omzet (+6,4%\u00a0op organische basis) tot 13,9 miljard Deense kroon (1,9 miljard euro). De stijging was het gevolg van meer volume \u00e9n hogere prijzen. Er werden immers meer speciale, dure bieren en alcoholvrije bieren verkocht.<\/p>\n<p>\u00a0<\/p>\n<p>De groei was het grootst in Azi\u00eb (+15,3% organisch). In het VK viel de verkoop opnieuw tegen. Afwachten of de marketingcampagne die ondertussen op volle toeren draait, ook daar het tij kan doen keren.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Het gaat Carlsberg-groep voor de wind, behalve in het Verenigd Koninkrijk. Met een gedurfde reclamecampagne tracht de Deense brouwer de Britse consument opnieuw voor zich te winnen. \u00a0 &#8220;Not the best beer&#8221; De campagne met de slogan \u2018We\u2019re probably not the best beer in the world. So we\u2019ve changed it\u2018 werd onlangs gelanceerd. \u201cHet is [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":33044,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-33046","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Carlsberg wil Britse markt heroveren met opmerkelijke slogan - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Het gaat Carlsberg Group voor de wind, behalve in het Verenigd Koninkrijk. 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