Following the results of the past year, TM Carlsberg has strengthened its position in Ukraine's market. The brand share in the super-premium segment accounts for 26% in volume terms, which is by 4% more than in 2011.
It should be noted that, despite an overall drop in the super-premium beer segment, TM Carlsberg beer sales in 2011 showed a positive trend. Brand sales growth was mainly promoted by efficient sponsorship of the UEFA EURO 2012 òì Football Championship.
We shall remind that during the tournament Carlsberg Ukraine sold 497,657 litres of premium amber drink at Ukraine's stadiums and official fan zones. Especially for the Championship, the company released TM Carlsberg non-alcoholic beer, which was sold at the stadiums only.
It was the 7th sponsorship of the Championship in the history of Carlsberg. In 2013, the brand's fans will have a new important football event: Carlsberg Group and the English Premier League have signed a three-year sponsorship agreement under which Carlsberg will be the official beer of Barclays Premier League. The agreement will be valid for three seasons starting from 2013/14 and till the end of season 2015/16.
Julia Agakishieva, Brand Manager of ÒÌ Carlsberg at Carlsberg Ukraine: "Football is the great passion of Carlsberg audience worldwide, it is part of our legacy, "DNA" of our brand. Cooperation with iconic football clubs and championships enables to effectively position the brand in the market and provides both image and commercial benefits for the brand."