This company profile of Carlsberg reveals the unethical practices of the Danish beer giant. Carlsberg is among the ten biggest beer producers in the world. This Carlsberg company profile provides examples of harmful methods across the categories of political interference, promotion, sabotage, manipulation, and deception – the Dubious Five strategies.

Introduction

Carlsberg Group is a Danish multinational brewer based in Copenhagen, Denmark. The company was founded in 1847 and currently owns 140 brands in its beer portfolio including its signature brand Carlsberg and other international brands like 1664, Afansa, Kronenbourg, Tuborg, Somersby Cider and Neptun.

  • Jacob Aarup-Andersen is the CEO of the Carlsberg Group since 2023.

Fast Facts about Carlsberg in 2023

Total revenue: DKK 73.6 billion (2023)
Operating profit: DKK 11.1 billion (2023)
Total volume of beer sold: 101 million hl (2023)
Lobbying costs: 300,000 – 399,999 € (2022, EU lobbying only)
Global beer market share (based on volume): 5.4% (2022)
Marketing spend: DKK 5.8 billion (2022)

Brands

  • 1664
  • Afsana
  • Aldaris
  • Aldaris Izlases
  • Alhambra
  • Alivaria
  • Alma-Ata
  • Angelo
  • Angkor
  • Apinitis
  • Arendals
  • Arsenal
  • Astra
  • Backyard Brew
  • Bad Apple
  • Beerkhan
  • Beerlao
  • Bellman
  • Birell
  • Birrificio Angelo Poretti
  • Black Panther
  • BlåGul
  • Bosman
  • Brewmasters Collection
  • Brooklyn
  • Cardinal
  • CARLs
  • Carlsberg
  • Carnegie
  • CELIA
  • Cheers
  • Chongqin Beer
  • Coruja
  • Crisp
  • Cristal
  • Crowmoor
  • Cube
  • Dahls
  • Dali Beer
  • Danish Royal Stout
  • Derbes
  • DLight
  • Dobryi Bobr
  • Duckstein
  • E.C.Dahls
  • Eriksberg
  • Eve
  • Falcon
  • Feldschlösschen
  • FIX
  • Force 4
  • Frydenlund
  • Goldern Cap
  • Gorkha
  • Grimbergen
  • Gurten
  • Halida
  • Harnas
  • Henninger
  • HK Yau
  • Hobgoblin
  • Holsten
  • Huda
  • Hürlimann
  • Imsdal
  • Jacobsen
  • Jong-A
  • jolly Shandy
  • K by Kronenbourg
  • Kaiser
  • Kanterbräu
  • Karhu
  • Karl Friedrich
  • Karmi
  • Kasztelan
  • KB
  • Keravan Panimo
  • Kiss
  • Klang
  • KOFF
  • Kronenbourg
  • Ksiaz
  • Kvas
  • Laker
  • LandShark
  • LaneZang
  • Latvijas Seviškais
  • LAV
  • Light Beer
  • Lübzer
  • Lvivske
  • Lysholmer
  • Merak
  • Mežpils
  • Mežpils Speciality
  • Munkholm
  • Mythos
  • Nordlands
  • Nutrimalt
  • Nya Carnegiebryggeriet
  • Okocim
  • Panache Bilz
  • Panonska
  • Pirinsko
  • Pripps Blå
  • Raudonų Plytų
  • Ringnes
  • Rockstar
  • Rozmay
  • S&R’s Garage
  • Saku
  • Schneider Weisse
  • Seagram Coolers & Cider
  • Semper Ardens
  • Shancheng Beer
  • Shumensko
  • SKOL
  • Slavutich ICE
  • Smithwick’s
  • Somersby
  • Staropramen
  • Super Bock
  • Švyturys
  • Tetley’s
  • Tigerhead
  • Tou Pilsner
  • Tourtel Twist
  • Tuborg
  • Tucher
  • Twist Limun
  • Utenos
  • Valaisanne
  • Wainwright
  • Warsteiner
  • Warteck
  • Waterloo Brewing
  • Wernesgrüner
  • Wiibroe
  • WuSu Beer
  • Xirdalan
  • Xixia Beer
  • Yoma Beer
  • Zanatsko
  • Žatecký
  • Zhigulevskoe
  • Zhiguli

Carlsberg involvement in front groups

Interfering in policy and science Carlsberg front groups are designed to advance long-term public relations goals to interfere in both policy and science.  Source

Unethical practices by Carlsberg

Misconduct Report Sep 16 '25 Promotion
Not About the Game – Carlsberg Exploits Football to Push Beer in Northern Ireland

The Irish Football Association (IFA) has extended its partnership with Carlsberg for another three years, making the beer giant the ...
Misconduct Report Sep 3 '25 Deception, Promotion
Festival violence and sexual assaults – Carlsberg’s “responsibility” campaign rings hollow

Carlsberg is touting its “ZERO Irresponsible Drinking” at Roskilde 2024, promoting a 0.5% IPA and positioning itself as a safety ...
Misconduct Report Apr 10 '25
England, UK: Evidence Shows Alcohol Taxes Work

New alcohol duty rules introduced in August 2023 are reshaping the UK’s alcohol market. Under the improved structure, taxes are now based ...
Misconduct Report Apr 1 '25 Deception, Manipulation
IARD Exploits Decline In Youth Alcohol Use to Whitewash Industry Image

The International Alliance for Responsible Drinking (IARD) – the alcohol industry’s global mouthpiece – has released a new report ...
Misconduct Report Mar 26 '25 Promotion
Exploiting the Beautiful Game: Carlsberg’s New UEFA Sponsorship

Carlsberg is once again exploiting football’s massive reach, emotional power, and popularity among youth to promote alcohol use, this ...
Misconduct Report Dec 3 '24 Deception, Political interference
Big Alcohol’s Tactics in Vietnam – Misleading the Public on Alcohol Taxation

In Vietnam, the alcohol industry is once again deploying manipulative tactics to sabotage a planned increase in excise taxes on alcohol. A ...