Carlsberg Targets China With Premium Drink Brands

Carlsberg has opened a new brewery in Foshan Sanshui, Guangdong Province, further solidifying its brewery presence in the Chinese market.

Carlsberg is a multinational brewer of beer and beverages and its expansion in China aligns with the country's status as the world's largest beer consumer.

As China continues to evolve, international brewers like Carlsberg are positioning themselves to capitalise on the growing demand for premium products. 

Yet Carlsberg is planning more than market expansion.

We take a look at how through this new brewery, Carlsberg aims to capitalise on the environmental aspects of the location, promote carbon reduction and increase product development.

Carlsberg’s presence in China dates back over 150 years, beginning when founder J.C. Jacobsen decided to ship the first cases of Carlsberg beer to the country. 

Now, its focus on China is part of its wider emerging markets expansion programme.

This strategy recognises the shifting dynamics of global beer consumption, with traditional markets in Europe and North America showing slower growth compared to expanding economies in Asia and Africa.

The company's approach in China mirrors broader industry trends, including premiumisation and a focus on craft and speciality beers.

These trends are reshaping the global brewing landscape, with major players like Carlsberg adapting their portfolios to meet changing consumer preferences.

However, Carlsberg faces challenges in this competitive market.

Local Chinese brands still dominate, and other international brewers are also vying for market share.

Carlsberg’s China brewery innovations

Yet whilst this new brewery marks Carlsberg’s expansion into key markets, it also brings new innovation and strategy to the table.

Environmental capitalisation
​​​​​​​Foshan Sanshui is known as the "Water Capital of China”, referring to its abundant water resources and ecological environment, supporting a thriving beverage industry. 

This innovative approach harnesses the Guangdong region's abundant rainfall and is designed to collect and treat rainwater for use in landscaping, workshop cleaning and non-contact production processes.

This means that the Foshan facility is the Carlsberg Group’s first “sponge brewery.”

Another environmental aspect of the brewery include a solar-powered air-conditioning system.

Logistics and transportation
In logistics and transportation, the Foshan Sanshui Brewery is also Carlsberg’s first brewery to use 100% electric forklifts, promoting carbon reduction in transportation.

Product development 
​​​​​​​The brewery is also home to the company's first development centre outside Europe.

It will focus on product development, trend analysis, flavour research, brewing technology, packaging design and testing.

This centre serves as an innovation hub, enhancing Carlsberg's ability to meet Asian market demands, improve operational efficiency and accelerate the introduction of new products.

Carlsberg’s China strategy

Carlsberg's new brewery showcases the company's commitment to the Chinese market with its 5 million hectolitre (a metric unit equal to 100 litres) annual production capacity.

The facility features two high-speed bottling lines capable of processing 48,000 bottles hourly, a canning line with a 90,000 can per hour capacity and a keg line producing 90 barrels hourly.

This strategic investment allows Carlsberg to brew premium brands like Wusu, 1664 Blanc, Carlsberg and Tuborg locally, supporting the group's ambition to expand its premium portfolio in China - a key growth driver for the company's global operations.

This facility is also part of Carlsberg's broader strategy to capitalise on China's growing appetite for premium and super-premium beers.

The brewery will primarily produce Carlsberg and Tuborg brands, catering to the evolving tastes of Chinese consumers who are increasingly favouring higher-quality brews.

The new brewery's location in Guangdong Province is also strategic, given the region's economic significance and growing middle-class population.

“With new technology and advanced brewing equipment, the brewery not only boosts production and ensures consistently high-quality brews but also supports our sustainability targets by integrating solar panels and an underground rainwater collection system,” says Jacob Aarup-Andersen, Carlsberg Group Chief Executive Officer.

Henrik Poulsen, Chairman of the Supervisory Board of Carlsberg Group, during the opening ceremony, adds: “At a time when our company is increasing our long-term growth ambitions, we are committed to accelerating strategic investments to enable long-term growth in China.”

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