How Carlsberg is using its roots as the ‘first craft brewery’ to drive success

Like many beer giants, Carlsberg is facing some tough challenges. Consumers are moving away from lager in favour of other alcoholic drinks, and mass-produced beer has been steadily overlooked for ‘craft’ drinks produced in small breweries.
As a result, beer volume sales have remained largely flat since 2012, around the 4.2 billion litres mark. Lager in particular is struggling, with volume sales falling from 3.18 billion litres in 2014 to an estimated 3.13 billion litres in 2016, acc