Carlsberg posts 12% lift following World Cup marketing

Carlsberg, the Danish brewer, has attributed marketing investment as a key factor in its 12% uplift in operating profits from 4.44bn Danish Kronor (£490m) to 4.98bn Danish Kronor (£870m) in the first six months of the year.

Carlsberg: World Cup marketing
Carlsberg: World Cup marketing
The financial results cover the six months to June 30, which includes the brand's advertising activity around this year's World Cup.

Carlsberg invested in marketing ahead of, and during, this year's tournament. In the UK this included press and TV marketing in its role as the official beer of the England team.

The company said that its overall market share in western Europe has started to improve after flat market share development in recent years.

Areas of growth for Carlsberg were Asia and Eastern Europe, excluding Russia, in the first six months of the year.

The group highlighted a fall in the Russian beer market in the first half of 2010 due to higher prices after the country increased excise duty.

Jorgen Buhl Rasmussen, chief executive of Carlsberg, said: "The group's performance was strong for the first six months in spite of challenging consumer dynamics. We achieved higher margins in all three regions for the first six months showing that we are clearly on-track to meet our medium-term margin targets.

"We will continue to balance our plans to improve efficiency and margins with our plans to improve efficiency and margins with our ambitions to drive top-line growth."
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