Carlsberg

Carlsberg manufactures branded alcoholic beverages, manages brand portfolios and distributes products through retail, wholesale and hospitality channels. Value is created through brewing scale, brand equity, route-to-market relationships, packaging and pricing architecture, with revenue realised from product sales rather than software subscriptions or advertising services.

Carlsberg is a Danish brewing company best known for producing and marketing beer and other alcoholic beverages under the Carlsberg brand and a wider brand portfolio. It operates primarily as a consumer packaged goods company, generating revenue by manufacturing beverages and selling them through wholesalers, retailers, supermarkets, bars, restaurants and other on-trade and off-trade distribution partners.

Its direct customers are trade buyers and distribution partners, while the end consumers are beer drinkers and other beverage purchasers. In market taxonomy terms, the company is best understood as an advertiser / brand rather than a software, media or ad technology vendor.