Carlsberg Azerbaijan, the leader in the country’s brewing
industry, demonstrated solid set of results in 2024, including
record tax payments totaling over 40 million
manat.
Company Performance
Despite numerous challenges, the company increased sales volume
by 3.0% compared to 2023, resulting in a
6.6% net revenue growth due to a more favorable
product mix.
A particularly notable growth was observed in the modern trade
channel (retail chains), where sales rose by
10.1%,driven by the installation of trade
equipment and additional sales points across all national retail
clients. In the HORECA segment (hotels, restaurants, cafes), growth
reached 18.4%, fueled by increased sales and
coverage of premium brands, as well as the rise in draft Xırdalan
sales. Meanwhile, in the traditional trade channel (small stores),
a decline of 7.8% was observed. This decrease is
due to a shift in consumer preferences towards modern retail
formats, reflecting changing market trends.
Exports also showed positive dynamics in 2024, with a
255% increase compared to 2023.
Brand Growth and Initiatives
In 2024, Carlsberg Azerbaijan launched new beer varieties that
received positive feedback from consumers. The company’s flagship
brand, Xırdalan, showed a growth of
20.1% compared to the previous year. Key growth
drivers included the new products Xırdalan Draft
Premium, Xırdalan 0.0, and new offerings
in the strong beer segment.
A standout moment was the launch of Xırdalan
0.0, the first locally produced 0.0 alcohol beer in
Azerbaijan, thanks to the innovative technology of Carlsberg Group.
Xırdalan 0.0 became the official partner of the Azerbaijan National
Football Team and the Baku Marathon “Küləyə qalib gəl” (Win the
wind).
Carlsberg successfully partnered with the
Football Fan Fest platform at the EGP Arena, where football matches
were broadcast, contributing to 26.8% growth of
sales volume. Kronenbourg 1664 Blanc almost
doubled its sales volume by reaching record results of
96.6% compared to 2023, driven by successful
marketing strategies and partnerships during the high season. The
brand also supported the Essenso Lavender Field Festival in Gabala
and one of the year’s most prominent events — Baku Fashion Week.
Tuborg became the official partner of the
DreamFest 2024 international music festival, driving a
15.2% increase in sales volume.
“We are incredibly proud of the results we’ve achieved and
deeply grateful for the continued support and trust of our
consumers, partners, and employees. As part of the Memorandum of
Understanding signed with the Ministry of Economy of the Republic
of Azerbaijan in 2021, we committed to invest 25 million manat in
our brewery, the industry, and our people between 2021 and 2025. I
am pleased to confirm that we have successfully fulfilled this
investment commitment by the end of 2024. Looking ahead to 2025, we
are committed to expanding our investments related to brewery
facilities that will help improving our product portfolio and its
quality and contribute further to the country’s sustainable
development.” said Alius Antulis, Managing
Director of Carlsberg Azerbaijan.
Localization of Raw Materials
Since 2021, Carlsberg Azerbaijan has been using locally grown
barley in its production. In 2023, the company, in partnership with
AzerSheker and Azersun, laid the
foundation for the first Malthouse in the South Caucasus with a
capacity of over 11 thousand tons, set to open in the first half of
2025.
Sustainability
As part of Carlsberg Group’s global sustainability program
“Together Towards ZERO and Beyond,” the company
continues to implement eco-friendly technologies, reduce resource
consumption, and support local communities. In 2024, significant
achievements were made, including a reduction in CO2 emissions by
13.7% as well as a decrease in water and
electricity consumption by 15.5% compared to the
previous year.
As part of COP-29, Carlsberg Azerbaijan signed
a three-year Memorandum of Understanding with the WWF Azerbaijan,
aimed at collaborating on water supply, environmental protection,
and local community support projects.
Additionally, in 2024, the company continued its active support
for the environmental initiative “Save the
Caspian!” by organizing beach clean-ups along the Caspian
coast in Lankaran, Astara, Khachmaz, Shabran, Siyazan, Sumgayit,
and Baku. During this event, 7 tons of waste were collected and
recycled from an area of 23 hectares.
In January 2025, during the World Economic Forum in Davos,
President of the Republic of Azerbaijan Ilham
Aliyev met with Henrik Poulsen, Chairman
of the Supervisory Board of Carlsberg Group, and Jacob
Aarup-Andersen, CEO of Carlsberg Group. The parties
discussed further steps for raw & packaging material localization
and expanding Carlsberg Group’s presence in Azerbaijan.
Company Information:
Carlsberg Azerbaijan’s brewery is located in the city of
Khirdalan, 10 kilometers from the Baku. The
production capacity of the plant is 8 million decaliters per year.
The company employs about 250 people and provides over 3,000 jobs
in related industries (suppliers, retail, hospitality). The total
amount of investments in the development of the plant is
approximately 75 million manat. The company’s portfolio includes
brands such as Xırdalan,
Carlsberg, Tuborg, Blanc
1664 and
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