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Business

Tuborg fast becoming Carlsberg’s international flagship

admin
August 25th, 2014


This article is more than 10 years old.

Indian and Chinese markets paying dividends

By the end of 2014, Tuborg beer will surpass Carlsberg as Carlsberg Group’s most sold Danish beer in the international market.

Tuborg is powering ahead in markets like India, China and Turkey, With 12 million hectolitres sold so far this year, it is expected to equal Carlsberg's international beer sales by the end of December. The brewery giant revealed in April that it now sells five times as much Tuborg in China than it did during its first year on the market.

“We are seeing huge gains in Turkey and Israel,” Graham Fewkes, Carlsberg’s head of global sales, told Jyllands-Posten newspaper. “Sales in India have risen by 56 percent and by 158 percent in China.”

“It’s happened quicker than we thought, but Tuborg perfectly fits markets that have a lot of young people and a growing middle class.”

READ MORE: Tuborg going down well in China

More with less
Tuborg’s international eclipsing of Carlsberg has occurred despite the beer only being sold in 77 markets, compared to Carlsberg’s 140.

The trend is expected to continue next year after the Danish brewery giant’s decision to invest more in the promotion of the successful beer.

Domestically Tuborg – which was first brewed in 1875 before merging with Carlsberg in 1970 – has been outselling Carlsberg for many years now.


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Moreover, 21 percent of those surveyed admitted to medicating their kids with paracetamol, such as Panodil, before sending them to school.

The FOLA parents’ organisation is shocked by the findings.

“I think it is absolutely crazy. It simply cannot be that a child goes to school sick and plays with lots of other children. Then we are faced with the fact that they will infect the whole institution,” said FOLA chair Signe Nielsen.

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At the Børnehuset daycare institution in Silkeborg a meeting was called where parents were implored not to bring their sick children to school.

At Børnehuset there are fears that parents prefer to pack their kids off with a pill without informing teachers.

“We occasionally have children who that they have had a pill for breakfast,” said headteacher Susanne Bødker. “You might think that it is a Panodil more than a vitamin pill, if it is a child who has just been sick, for example.”

Parents sick and tired
Parents, when confronted, often cite pressure at work as a reason for not being able to stay at home with their children.

Many declare that they simply cannot take another day off, as they are afraid of being fired.

Allan Randrup Thomsen, a professor of virology at KU, has heavily criticised the parents’ actions, describing the current situation as a “vicious circle”.

“It promotes the spread of viruses, and it adds momentum to a cycle where parents are pressured by high levels of sick-leave. If they then choose to send the children to daycare while they are still recovering, they keep the epidemic going in daycares, and this in turn puts a greater burden on the parents.”