The Carlsberg Group is the third largest brewing company in the world, having about 41.000 employees, mainly in Western and Eastern Europe and Asia. According to a recently published report about the economic impact of the Carlsberg Group, the company generates about 447.000 job opportunities and a 105 billion DKK is the total of contributions going to the states - directly, or indirectly through associated industries.

Carlsberg entered the Serbian market in 2003 buying a brewery in Čelarevo. Since then, the company invested about 220 million Euros in the domestic market (including the purchase of the brewery itself), primarily in production facilities and equipment, packaging and sales equipment in the field. The investment plan for the year 2017 comprises about 6 million Euros. The total amount of taxes and contributions paid to the state by the company Carlsberg Srbija was 3.192.115.021,87 RSD for the year 2016.

The company Carlsberg Srbija holds the third position on the Serbian beer market with 485 permanent employees - LAV beer is the third largest beer brand in Serbia, while the company is leading in the upper mainstream segment together with the brand Tuborg, as well as the brand Somersby in the cider category. The brewery in Čelarevo is the regional production center - thus, export to other Carlsberg countries (Bosnia and Herzegovina, Montenegro, Croatia, Hungary, Bulgaria, Greece, Slovakia, Czech Republic, Germany) accounted for 41% of the production in 2016. Besides that, the brand LAV is exported to many countries of the world today, among which are Austria, Greece, Macedonia, Germany, Poland, UAE, USA, Canada and Australia.

Socially responsible activities are an integral part of business for the company Carlsberg Srbija - from the market entry in Serbia up to this day. In addition to investments into plants contributing to energy efficiency and environmental protection (drive for wastewater treatment, CO2 station), there is the Carlsberg and Dunđerski foundation, active for already two years and investing in projects supporting the advancement of the local community, guided by the mission of cherishing history and investing in the future of forthcoming generations. At the end of March, the competition for the support of projects in Bačka Palanka dealing with the protection of cultural heritage, education and sports, environmental protection and responsible consumption has ended. At the end of last year, 10 scholarships have been granted to the best students of 3 faculties of the University of Novi Sad (Faculties of Technology, Economy and Law). In 2017, the brewery in Čelarevo celebrates its 125^th anniversary, which will be the framework for the campaign of the company´s largest brand, LAV beer, as well as for the corporate communication. For the first time since the foundation of the brewery, the Carlsberg company has designed a monograph of the brewery and its founder, Lazar Dunđerski, which will be presented to the public in April.

Ms. Ana Milićević Vukoje, Marketing and Communication Director Carlsberg Serbia

speaks for Profit magazine.

1. Ana, where were you born, where did you grow up and receive your education? What was the course of your career like before you became the Marketing and Communications Director at Carlsberg Srbija?

I was born in Belgrade, but grew up in Gornji Milanovac, where I lived until I started secondary school. I spent a part of my secondary school years in America and I graduated from university in Italy. Prior to working at Carlsberg, I gained experience doing various marketing jobs in two international companies, Beiersdorfand Henkel. I find my previous experience in the FMCG industry to be very helpful at my current company and position.

2. What does the challenge of being the head of marketing at an international company represent to you personally?

Being the marketing director at a company whose portfolio includes more than 10 brands of beer, some of them world-famous, certainly is a big challenge. However, that diversity among our target groups, and therefore the diversity in the way we communicate through each brand serves as an inspiration and makes what I do more dynamic. I’ve chosen a career I absolutely adore and I try to be my own competition day-by-day because I believe that pushing your own limits is the greatest challenge.

3. In your opinion, what is the current situation on the Serbian market when it comes to beer consumption?

Between 2008 and 2014, the beer market in Serbia suffered a significant drop of as much as 15%. Over the past two years, stabilization has been noticeable and we hope that’s indicative of long-term recovery. On the other hand, what makes me really happy is the fact that the offer in this beverage category has not been reduced, but rather enriched, which means that the consumers can choose from a wide variety of beers, from the most popular lager to shandy, wheat beer, dark beer, etc. An increased offer and a larger competition are good for this beverage category because that’s what makes it attractive to consumers.

4. The brewery in Čelarevo was founded in 1892 and this year it celebrates its 125^th anniversary. What results were achieved from the moment of privatization until today? How to you intend to celebrate this anniversary?

Carlsberg purchased the brewery in Čelarevo in May, 2003, and since then, the company has invested around EUR 220 million into the Serbian market. Each year, we try to improve our business activities in all segments. Our brewery is the regional production center – thus, export to other Carlsberg countries (Bosnia and Herzegovina, Montenegro, Croatia, Hungary, Bulgaria, Greece, Slovakia, Czech Republic, Germany) accounted for 41% of the production in 2016. In addition, our largest brand LAV is exported to many countries around the world today, among which are Austria, Greece, Macedonia, Germany, Poland, UAE, USA, Canada, and Australia.

When Carlsberg purchased the brewery in Čelarevo, we discovered its rich cultural heritage which we are obliged to preserve. Not only Lazar, the founder of our brewery, but also the Dunđerski family as a whole is known in Vojvodina as one of the most important initiators of the development of culture and education in the XIX and the beginning of the XX century. We believe that we need to express our gratitude and tell their truly remarkable story, as well as the story of a 125-year-long manufacture of quality beer in the region. In the previous years, our company opened the Beer museum dedicated to the brewery’s founder, and the Carlsberg and Dunđerski Foundation has been doing charity work for two years now. In order to commemorate this year’s anniversary, for the first time since it was founded, we present the Čelarevo brewery’s first monograph called “Čudo u Čibu” (“The Marvel from Čib”) as a testimonial of its foundation, the people who constructed it, worked in it, lived and grown up with it for more than a century.

5. What are the greatest challenges your company faces and how do you overcome them?

First of all, I have to say that the beer industry in Serbia is among the industries with the most prominently competitive players on the market. This, of course, does not make my job any easier, but as I said before, I really think that healthy competition is good and that it can only contribute to the whole category. A decrease in beer consumption is again something that the whole industry is struggling with and we have to emphasize the promotion of our product, because its tradition is almost as long as the humanity itself and it has surely earned its reputation as one of the most popular refreshing drinks.

6. Lav beer is a top quality traditional beer and the most famous brand of Carlsberg Srbija’s product portfolio. Tell us something more about the brand itself and about the plans for LAV in 2017?

LAV beer is among the favorite beer brands in Serbia. It is a brand which has great power and potential, starting from its name (lav — lion), to its well-known slogan “Either you are or you aren't”, which has entered everyday speech in Serbia. Not many brands have something like that. However, what I always like to point out when it comes to the brand LAV is the quality of the product, which, as of last year, has a new recipe containing only four beer ingredients. The most important element of the first quarter of the year is the celebration of our brewery’s anniversary, and on that occasion, we represented three of our employees at their workplaces in the course of our campaign “125 Years of Lionhearted Effort for Lionhearted Pleasure!“ (125 godina Lavovskog truda za Lavovski užitak), in order to show that all of us working for the brand actually have a lion’s heart. The consumers’ reactions are really positive and this makes me truly happy. We are preparing something completely new for the summer, but it is still early to talk about that.

7. Carlsberg Srbija is really devoted to social responsibility. Which activities have you conducted and which ones do you have planned for the following period when it comes to corporate social responsibility?

Socially responsible activities are an integral part of business for Carlsberg Srbija — from entering the Serbian market up to this day. In addition to investments into plants contributing to energy efficiency and environmental protection (plant for wastewater treatment, CO2 station), there is the Carlsberg and Dunđerski foundation, which has been investing in projects supporting the advancement of the local community for two years already, guided by the mission of cherishing history and investing in the future of forthcoming generations. At the end of March, the competition for the support of projects in Bačka Palanka dealing with the protection of cultural heritage, education and sports, environmental protection and responsible consumption has ended. At the end of last year, 10 scholarships have been granted to the best students of 3 faculties of the University of Novi Sad (Faculties of Technology, Economics and Law). We are planning more projects within the areas of our business activities until the end of the year.

8. Where do you see the Serbian beer market in 5 years?

I am aware of the fact that this is still far from reality, but I would love for our beer culture and consumption to be on the same level as in Germany or Czech Republic, because beer is an extraordinary product, which, among its other features, has an important role in socializing and enjoying amazing moments which make everyday life wonderful.

9. How do you spend your free time?

Being the mother of three children, I must admit that my free time barely exists. However, every moment spent with my family is priceless, and that is the main source of my positive energy. When it comes to my personal interests, I like to travel a lot and discover new destinations, to read whenever I get the chance, to watch a good movie or a TV show, and, of course, I always look forward to socializing with my friends over a nice glass of beer.