The brewer has started a consultation among its 30-strong marketing department, which will conclude later in the month. After the restructure, Carlsberg intends to unveil a major marketing initiative aimed at increasing on-trade sales.
A spokesman for the company could not rule out job cuts, but confirmed that the role of brand director Darran Britton would be unaffected. 'It's about making us more effective and able to face the challenges in the on-trade,' he added.
According to the British Beer & Pub Association, 161m fewer pints were sold in July to September compared with the same period in 2007, the weakest sales volume since the Great Depression in the 30s.
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