With the recent explosion of hard seltzer sales, beer brands like Budweiser and Corona have been scrambling to add their own fizzy alcohol drinks to their portfolios. Denmark’s Carlsberg may be next to jump on the trend.
The beer manufacturer admitted that bringing in a hard seltzer option is part of their short- and medium-term post-COVID strategy; Carlsberg Group is also looking into acquiring other beer manufacturers. Following a disappointing first half of 2020, the Danish brewing company is keeping their options open.
On a recent call with industry analysts, CFO Heine Dalsgaard said the brewing company is looking at “inorganic opportunities.” It’s important to underline the fact that our primary focus is on… continuing to organically grow the business,” he added. “Having said that, of course there could be opportunities coming up.”
According to CEO Cees t’Hart, Carlsberg is already selling a trial hard seltzer in Norway. Called Garage, t’Hart notes that early sales have been “encouraging.” According to the CEO, Carlsberg is “evaluating the progress and potential launches in other markets. In general, we are positive over the opportunity.”
At under 100 calories per can, Garage is available in Lemon & Lemongrass and Wild Raspberry flavors. As hard seltzer has quickly risen in popularity in the US, Carlsberg is hoping to be an early entry in international markets.
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