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Somersby was fastest-growing of the global top 10 cider brands in 2012

Carlsberg A/S

14.02.2013 09:00

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Since the launch of its first bottle of Somersby Apple Cider in Denmark in
March 2008, Carlsberg Group´s cider brand has gone from strength to strength.

That same year, Somersby´s Apple was launched in Norway and by early 2009,
Somersby Pear was introduced in both Denmark and Norway, and later in that same
year, Somersby Cranberry hit the shelves in Denmark.

Over the past four years, Somersby has been rolled out across much of
continental Europe and in 2012 alone, Somersby was introduced into 15 new
territories, including Asia; almost doubled volume growth; and became the
fastest growing international cider brand (source: Canadean).

As well as introducing new flavours, Carlsberg Group has been quick to respond
to the needs of its consumers. In 2010, Somersby Organic Cider was first
introduced in Sweden and two years later was launched in Finland and became the
country´s first organic cider offering. In 2012, Somersby Double Press, a
classical dry apple cider, joined the portfolio, while the UK´s off-trade
received Somersby as a mainstream cider brand for the first time in July 2012,
with an on-trade launch planned for early 2013.

Commenting on Somersby´s impressive penetration of the well-established,
competitive cider market, Anne Broendsted Nielsen, Somersby´s International
Marketing Manager, said:

´With Somersby, we have managed to ride the cider wave by building a strong
cider brand in a drinks category which has been growing at an average 4.8% over
the past ten years.

´Not only have we been focused on driving the Somersby brand, but we have been
listening to what our consumers want and acting accordingly.  Thanks to the
extensive international marketing and distribution network of the Carlsberg
Group, we have been able to get our Somersby products to new markets quickly
and have supported these launches with a series of unique, distinctive
campaigns.

´Somersby is a crisp, refreshing cider with no artificial sweeteners, flavours
or colourings and is another example of Carlsberg´s unstinting commitment to
both quality and innovation.´

Khalil Younes, Carlsberg Group´s SVP for Sales, Marketing & Innovation, added:

´A key part of our Group strategy is to drive our portfolio of international
premium brands.  As one such brand, Somersby has performed exceptionally well
in 2012 and we are confident that Somersby will build on its success and
continue to complement both our range of international premium beers and our
local power brands.´

Contacts:                                   
Media Relations:   Ben Morton; [phone]
Jens Bekke, [phone]                   

www.carlsberggroup.com/investor/news/Pages/PR03_2013_Somersby_140213.aspx

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Language:     English
Company:      Carlsberg A/S
              
               
              Dänemark
Phone:        
Fax:          
E-mail:       
Internet:     
ISIN:         DK0010181759
WKN:          

End of Announcement                             DGAP News-Service

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