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Our Strategy

Strategy Section - Caroline & Accelerate SAIL

“Guided by Accelerate SAIL's growth ambitions, we set to drive profitability through accelerating premiumisation, optimising the growth potential of our premium brews – 1664, Sapporo and Connor’s in Singapore. Our people are the key enablers in delivering growth momentum. We are committed to nurturing a winning culture that supports our people’s growth, well-being, and engagement. Our efforts bore fruit as our employee engagement score has improved significantly in 2023 and 2024. On execution excellence, our brands and our people were recognised as the ‘Favourite Imported Beer’ by 7-Eleven, ‘Best Account Manager’ by DFI Group for two consecutive years in 2023 and 2024, and our company is the ‘Preferred Business Partner’ by FairPrice Group. 2024 was a year of resetting the baseline and all hands are on deck to navigate us through the headwinds to deliver our growth ambitions this year.”

Caroline Moreau
Caroline Moreau
General Manager, Carlsberg Singapore
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Accelerate SAIL: Committed to Growth

We launched our strategy, Accelerate SAIL, in February 2024, building on the previous strategy, SAIL’27, and our purpose of brewing for a better today and tomorrow, and our ambition of being the most successful, professional and attractive brewer in our markets.

Accelerate SAIL is about building a bold and exciting future of growth and becoming an even stronger company, as well as a market leader and positive force in society – always burning and striving for excellence.

In essence, Accelerate SAIL focuses on five strategic levers – portfolio, geographies, execution, culture and funding the journey – for which we have made distinct strategic choices, defining the focus of our efforts and resource allocation. Our strategic levers and choices should be viewed as an integrated set of activities that together will drive shareholder value.

With Accelerate SAIL, we are increasing our long-term ambition for organic growth to 4%-6%. To deliver on that ambition, we will increase commercial investments over the next years.

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