Carlsberg Srbija
Encyclopedia
Carlsberg Srbija is a beer brewery in Serbia
, majority owned by Danish Carlsberg Group since 2003. Known by its signature brand Lav pivo
, it is located in the village of Čelarevo
in Bačka Palanka
municipality and has around 500 employees. According to year 2007 data, Carlsberg Srbija holds around 23% of Serbian beer market, placing it second, behind market leader Apatinska pivara
.
The company's CEO is Isaac Sheps who is also the head of Belgrade-based Carlsberg Southeastern Europe regional group that oversees Carlsberg's operations in the Balkans
(other than Čelarevo facility, Carlsberg owns several more breweries in Bulgaria
, Croatia
, and Romania
). In addition to its market presence in Serbia, Carlsberg Srbija exports its signature brand on the markets of Montenegro
, and Bosnia and Herzegovina
.
According to its most recent annual financial report submitted to Serbian Economic Register Agency, the company has 533 employees and it posted an annual profit of RSD
573,087,000 (approximately €
7.2 million at the time) for the calendar year 2007.
Significant technological development of the brewery started in the 1970s when new Steinecker fermentation hall was purchased, the capacity of which was 400,000 hl a year. It was not until 1978 that the first cylindrical conical fermentors in former Yugoslavia, made by stainless steel, were installed in open space. Two years later, a hall for two lines of filling beer into bottles was built, as well as a modern cooling system, installation for taking and filling of carbon-dioxide, line for pouring beer into barrels, new power unit, installation for chemical preparation and disinfection of water. In the eighties, new line for fruit juices started working.
In the nineties, to be more precise in 1992 a more updated, automated Steinecker fermentation hall was built in. Power unit was reconstructed, gas was introduced, Japanese compressors for ammonium cooling were purchased. Eight new fermentors made in Italy started work in 1996 which are cooled by direct vaporization of ammonium, which was the first time in Yugoslavia, and which rationalizes the expenditure of cooling energy. The four new ones were installed in 1998, and eight more in 2000. New, modern line for filling beer in glass bottles was installed in 2003.
Pivara Čelarevo Brewery has been under the patronage of Carlsberg Group owning 52 percent from September 2003, and from September 2004 the ownership has become 99.96 percent. Since then, one of the major investments in production has been purchasing of modern PET line of a renowned German producer Krones, which started working in June 2004. This increases the capacity for producing larger number of brands as well as the capacity of the brewery. In 2006. new CAN line was installed in Brewery producing and filling CAN beer for Carlsberg South East Europe region.
The company Carlsberg Serbia achieved the growth rate of 70 percent in 2005, which represents the largest growth rate in Serbia.
Carlsberg Serbia is the first brewery to introduce on Serbian market an internationally renowned brand of beer made in Serbia - TUBORG Green.
Carlsberg Serbia portfolio:
LAV Pivo
; LAV 7 Pivo; TUBORG Green
; HOLSTEN
and CARLSBERG.
.
In early March 2007, the company announced it started the production and bottling of Holsten
pilsener at its facilities.
According to the August 2007 press release by Carlsberg Srbija CEO, the Carlsberg Group already invested €110 million in its Serbian operation since 2004, and has further plans to invest €15 million in order to expand its facilities that would allow it to increase its annual production to 2 million hl by May 2008.
In March 2008, the company announced the start of bottling and production of a new brand - Tuborg Lemon.
On October 22, 2008, the company opened the Beer Museum in Čelarevo.
Its promotional activities in Serbia are sizable. Since 2004, the company is the main sponsor of Serbian national football team
, which it uses to promote its Lav brand. Since its inauguration in 2007, they also sponsor the Green Fest, annual summer single-day event that features performances by some of the biggest and best known performers in rock music. The company uses its presence at the festival to promote the Tuborg Green brand that's also produced and bottled at their facilities.
Serbia
Serbia , officially the Republic of Serbia , is a landlocked country located at the crossroads of Central and Southeast Europe, covering the southern part of the Carpathian basin and the central part of the Balkans...
, majority owned by Danish Carlsberg Group since 2003. Known by its signature brand Lav pivo
Lav pivo
Lav pivo is a popular Serbian beer brand. Produced and bottled by Carlsberg Srbija in the village of Čelarevo, Bačka Palanka municipality, it has the second biggest market share among the beer brands in Serbia, behind rival Jelen pivo....
, it is located in the village of Čelarevo
Celarevo
Čelarevo is a village located in the Bačka Palanka municipality, in the South Bačka District of Serbia. It is situated in the Autonomous Province of Vojvodina...
in Bačka Palanka
Backa Palanka
Bačka Palanka is a city and municipality located in Serbia, on left bank of the Danube, at 45.15° North, 19.24° East...
municipality and has around 500 employees. According to year 2007 data, Carlsberg Srbija holds around 23% of Serbian beer market, placing it second, behind market leader Apatinska pivara
Apatinska pivara
Apatin Brewery Apatinska Brewery is a member of the StarBev Group, based in Apatin. Its commercial center is in Belgrade, while it has distribution centers in Odžaci, Inđija, Mladenovac, Novi Sad, Čačak and Niš.-Location:...
.
The company's CEO is Isaac Sheps who is also the head of Belgrade-based Carlsberg Southeastern Europe regional group that oversees Carlsberg's operations in the Balkans
Balkans
The Balkans is a geopolitical and cultural region of southeastern Europe...
(other than Čelarevo facility, Carlsberg owns several more breweries in Bulgaria
Bulgaria
Bulgaria , officially the Republic of Bulgaria , is a parliamentary democracy within a unitary constitutional republic in Southeast Europe. The country borders Romania to the north, Serbia and Macedonia to the west, Greece and Turkey to the south, as well as the Black Sea to the east...
, Croatia
Croatia
Croatia , officially the Republic of Croatia , is a unitary democratic parliamentary republic in Europe at the crossroads of the Mitteleuropa, the Balkans, and the Mediterranean. Its capital and largest city is Zagreb. The country is divided into 20 counties and the city of Zagreb. Croatia covers ...
, and Romania
Romania
Romania is a country located at the crossroads of Central and Southeastern Europe, on the Lower Danube, within and outside the Carpathian arch, bordering on the Black Sea...
). In addition to its market presence in Serbia, Carlsberg Srbija exports its signature brand on the markets of Montenegro
Montenegro
Montenegro Montenegrin: Crna Gora Црна Гора , meaning "Black Mountain") is a country located in Southeastern Europe. It has a coast on the Adriatic Sea to the south-west and is bordered by Croatia to the west, Bosnia and Herzegovina to the northwest, Serbia to the northeast and Albania to the...
, and Bosnia and Herzegovina
Bosnia and Herzegovina
Bosnia and Herzegovina , sometimes called Bosnia-Herzegovina or simply Bosnia, is a country in Southern Europe, on the Balkan Peninsula. Bordered by Croatia to the north, west and south, Serbia to the east, and Montenegro to the southeast, Bosnia and Herzegovina is almost landlocked, except for the...
.
According to its most recent annual financial report submitted to Serbian Economic Register Agency, the company has 533 employees and it posted an annual profit of RSD
Serbian dinar
The dinar is the currency of Serbia. An earlier currency also called dinar was used in Serbia between 1868 and 1918. The earliest use of the dinar date to 1214. Today's Serbian dinar is a continuation of the last Yugoslav dinar...
573,087,000 (approximately €
Euro
The euro is the official currency of the eurozone: 17 of the 27 member states of the European Union. It is also the currency used by the Institutions of the European Union. The eurozone consists of Austria, Belgium, Cyprus, Estonia, Finland, France, Germany, Greece, Ireland, Italy, Luxembourg,...
7.2 million at the time) for the calendar year 2007.
Foundation
Pivara Čelarevo was founded in 1892 by landowner Lazar Dunđerski. The beer it produced was called ČIB from the founding of the brewery till 1980, after the prior name of the place. Its capacity back then was about 10,000 hl a year. The brewery had its own malthouse as well, which stopped working in 1973 when first commercial malt house appeared. Until privatization, the brewery was a part of an agricultural property, therefore it was always able to provide necessary ingredients. It possessed its own hop fields covering around 100ha, where four kinds of hop were cultivated.Significant technological development of the brewery started in the 1970s when new Steinecker fermentation hall was purchased, the capacity of which was 400,000 hl a year. It was not until 1978 that the first cylindrical conical fermentors in former Yugoslavia, made by stainless steel, were installed in open space. Two years later, a hall for two lines of filling beer into bottles was built, as well as a modern cooling system, installation for taking and filling of carbon-dioxide, line for pouring beer into barrels, new power unit, installation for chemical preparation and disinfection of water. In the eighties, new line for fruit juices started working.
In the nineties, to be more precise in 1992 a more updated, automated Steinecker fermentation hall was built in. Power unit was reconstructed, gas was introduced, Japanese compressors for ammonium cooling were purchased. Eight new fermentors made in Italy started work in 1996 which are cooled by direct vaporization of ammonium, which was the first time in Yugoslavia, and which rationalizes the expenditure of cooling energy. The four new ones were installed in 1998, and eight more in 2000. New, modern line for filling beer in glass bottles was installed in 2003.
Carlsberg takeover
The company Carlsberg Serbia achieved the growth rate of 70 percent in 2005, which represents the largest growth rate in Serbia.
Carlsberg Serbia is the first brewery to introduce on Serbian market an internationally renowned brand of beer made in Serbia - TUBORG Green.
Carlsberg Serbia portfolio:
LAV Pivo
Lav pivo
Lav pivo is a popular Serbian beer brand. Produced and bottled by Carlsberg Srbija in the village of Čelarevo, Bačka Palanka municipality, it has the second biggest market share among the beer brands in Serbia, behind rival Jelen pivo....
; LAV 7 Pivo; TUBORG Green
Tuborg Brewery
Tuborg is a Danish brewing company founded in 1873 by Carl Frederik Tietgen. Since 1970 it has been part of Carlsberg. The brewery was founded in Hellerup, a northern suburb of Copenhagen.-History:...
; HOLSTEN
Holsten
Holsten Brewery is a brewing company founded in 1879 in what is now Hamburg's Altona-Nord quarter. The group now has seven breweries in Germany. Its nationally distributed premium brand is the pale lager Holsten Pilsener...
and CARLSBERG.
Activities
In December 2006, Carlsberg Srbija became the first brewery in Serbia, and also the first brewery within Carlsberg Group to obtain the ISO9001 and ISO22000 international certificates awarded by the Lloyd's Register GroupLloyd's Register
The Lloyd's Register Group is a maritime classification society and independent risk management organisation providing risk assessment and mitigation services and management systems certification. Historically, as Lloyd's Register of Shipping, it was a specifically maritime organisation...
.
In early March 2007, the company announced it started the production and bottling of Holsten
Holsten
Holsten Brewery is a brewing company founded in 1879 in what is now Hamburg's Altona-Nord quarter. The group now has seven breweries in Germany. Its nationally distributed premium brand is the pale lager Holsten Pilsener...
pilsener at its facilities.
According to the August 2007 press release by Carlsberg Srbija CEO, the Carlsberg Group already invested €110 million in its Serbian operation since 2004, and has further plans to invest €15 million in order to expand its facilities that would allow it to increase its annual production to 2 million hl by May 2008.
In March 2008, the company announced the start of bottling and production of a new brand - Tuborg Lemon.
On October 22, 2008, the company opened the Beer Museum in Čelarevo.
Its promotional activities in Serbia are sizable. Since 2004, the company is the main sponsor of Serbian national football team
Serbia national football team
The Serbia national football team represents Serbia in association football and is controlled by the Football Association of Serbia, the governing body for football in Serbia. Serbia's home ground is Stadion Crvena Zvezda in Belgrade and their last head coach was Vladimir Petrović...
, which it uses to promote its Lav brand. Since its inauguration in 2007, they also sponsor the Green Fest, annual summer single-day event that features performances by some of the biggest and best known performers in rock music. The company uses its presence at the festival to promote the Tuborg Green brand that's also produced and bottled at their facilities.