Golden Blue Beer 'Carlsberg' Sales Increased by 86% Year-on-Year Last Year

[Asia Economy Reporter Choi Saeng-hye] Golden Blue announced on the 28th that the sales volume of 'Carlsberg,' the official beer of the Danish royal family, increased by 86% last year compared to 2018, showing an upward trend.

Since signing a contract with the Carlsberg Group in May 2018 and entering the beer market, Golden Blue has carried out various marketing activities with a cozy and comfortable concept in line with the trend of seeking leisure and healing. In particular, they actively placed Carlsberg in home-use channels so that consumers could directly encounter and enjoy the beer. Additionally, they strengthened consumer touchpoints through experiential marketing activities such as participating in various festivals and operating pop-up stores.

Golden Blue's strategy led to strong performance last summer. Carlsberg's sales volume during the summer season (May to August) last year rose 192% compared to the same period the previous year, and maintaining that momentum, sales in the second half (July to December) increased by 80% year-on-year. The total sales volume last year grew by 86% compared to 2018.

To continue the positive performance trend this year, Golden Blue plans to carry out more diverse sales and marketing activities. Targeting the millennial generation, they will increase awareness by exposing Carlsberg content on online channels such as YouTube and participate in various concept festivals to expand opportunities for consumers to directly experience Carlsberg. In the future, their strategy is to introduce a variety of product lines to provide consumers with new and special beer experiences.

Kim Dong-wook, CEO of Golden Blue, said, “Carlsberg, designated as the Danish royal beer, has a smooth refreshing taste and excellent quality, and through marketing activities aligned with new trends, it has attracted consumer interest. This year, we will continue to strengthen the image of a high-quality, premium beer brand while accelerating efforts to quickly position Carlsberg in the mid-to-upper tier of the imported beer market.”