DENMARK – Carlsberg, the Danish multinational brewer, is making strides to elevate the quality of its beer by constructing a yeast cultivation facility at its brewery in Sweden.
This investment is poised to transform the brewing process and enhance the performance of the brewery’s yeast strains.
According to Sergey Koshelev, Carlsberg’s brewing and processing director in Sweden, the new facility will provide optimal conditions for yeast cultivation, leading to better beer quality.
Koshelev emphasized, “The facility will provide the brewery’s homegrown yeast with even better conditions to thrive through optimal oxygenation, consequently enhancing the yeast’s performance and strengthening its role in brewing beer.”
Expected to be operational by the end of the year, the automated process at the facility will enable the creation of diverse and exquisite flavors in every batch of beer.
Koshelev highlighted the potential of yeast cultivation, stating, “Under the right conditions, a few grams of yeast cells can grow into hundreds of tonnes of yeast in just one week.”
The Falkenberg brewery, home to the domestic brand Falcon, has a rich brewing heritage dating back to 1896.
Carlsberg’s investment in the facility, totalling US$3.3 million in 2023, has significantly enhanced its capacity and efficiency, positioning it as a key player in the region’s brewing industry.
Jacob Aarup-Andersen, Carlsberg’s CEO, outlined the company’s strategic plans to bolster commercial investments in 2024 to drive sales growth.
Despite a slight dip in adjusted net profit for continuing operations in 2023, Carlsberg experienced a notable increase in revenue, particularly in Asia.
However, Aarup-Andersen cautioned about rising costs and subdued consumer sentiment in certain markets. He highlighted the potential boost in volumes expected from sporting events in Europe this year.
Carlsberg appoints PR manager
Recently, the beverage giant appointed food, drink, wellbeing and lifestyle agency Richmond & Towers to manage global PR and social media strategy for its Brooklyn Brewery brand.
The appointment expands R&T’s existing brief for Brooklyn Brewery from UK PR and social media – which it has handled since 2022 – to a global account. The brand has never had a global PR agency before, previously using separate agencies in different markets.
As part of the new global brief, the R&T team will work with the Brooklyn Brewery global marketing team at Carlsberg Group headquarters in Copenhagen.
Its remit covers social media and PR strategies in Carlsberg markets across the world (not including the US and other non-Carlsberg territories), with a brief to increase Brooklyn Brewery’s brand awareness, growing engagement with consumers, and driving trial of its beer portfolio, including Brooklyn Pilsner, Stonewall Inn IPA and Special Effects.
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