Carlsberg - Uncovering the next big thing

From product formulation, to brand playbooks, to sustainability - Carlsberg is always looking for an edge.

Carlsberg is a global icon. Famous for one thing. Beer. But when the world is drinking less and people’s tastes are changing faster than culture, you need to explore new opportunities.

This was the brief. To understand what should be next for Carlsberg globally.

We worked with the Carlsberg Global Innovation team to understand cultural, category, competitor and consumer trends in 22 markets. From health, to trends to taste. What was changing and how could Carlsberg grow with that change. 

This global research study was designed to give an unparalleled perspective on cultural and consumption patterns.

From the growth of low-alcohol beers in Europe, to the explosion of RTDs in the US, to building luxury credibility in Asia.

We used a detailed understanding of commercial performance and consumer needs to inform a roadmap for Carlsberg’s NPD and portfolio brand development. 

It goes without saying the rest is confidential. But trust us. The future taste good.