Danish beer maker Carlsberg A/S is repositioning its brand in a bid to double profits by 2015, the company announced on Tuesday.
Carlsberg's green logo is recognized worldwide, but its sales do not match its brand presence, the company's CEO, Joergen Buhl Rasmussen, said in a press statement on Tuesday.
The company expects to increase market share by investing heavily in a new visual identity and slogan. This includes roll- out of a new range of packaging for Carlsberg beer in over 140 markets, and adopting the tag-line -- "That calls for a Carlsberg. "
The Carlsberg Group is the world's fourth-largest beer manufacturer, and produces flagship brews such as Tuborg, Carlsberg, Kronenbourg and San Miguel.
According to the Group's Annual Report 2010, it earned net revenue of 11 billion U.S. dollars and an operating profit of 1.87 billion dollars last year. The repositioning is expected to bring greater consistency to the Carlsberg brand across new and established markets.
"Consequently, by 2015, Carlsberg anticipates that the Carlsberg brand will have doubled its profits," the company stated.
