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嘉士伯（Carlsberg）是世界第四大酿酒集团，于1847年创立，总部位于丹麦哥本哈根。嘉士伯也是该公司主要的啤酒品牌。

创始人J.C.雅可布森（J.C.Jacobsen）开始在其父的酿酒厂工作，后于1847年11月10日在哥本哈根郊区自己设厂生产啤酒，并以其子卡尔的名字命名为嘉士伯牌啤酒。其子卡尔.雅可布森在丹麦和国外学习酿酒技术后，于1882年创立了新嘉士伯酿酒公司，新老嘉士伯啤酒厂于1906年合并成为嘉士伯酿酒公司。直至1970年嘉士伯酿酒公司与图堡（Tuborg）公司合并，并命名为嘉士伯公共有限公司。

嘉士伯集团是全球领先的啤酒集团之一，在全球拥有包括啤酒和其他饮料产品在内的不同品牌。嘉士伯旗舰产品是世界上最知名的国际啤酒品牌之一嘉士伯（Carlsberg）。同时，嘉士伯(Carlsberg)啤酒、波罗的海啤酒（Baltika）以及乐堡（Tuborg）啤酒都在欧洲六大啤酒品牌之列。嘉士伯雇用超过43,000人员工，产品也销至超过全球150个不同市场。在2010年，嘉士伯集团销售超过135亿升啤酒，大约为400亿瓶。

作为源自丹麦的悠久历史品牌，嘉士伯一直传承着创始人J.C.雅各布森探索求新的精神和渴求完美的执着。现任嘉士伯集团总裁兼首席执行官韦耀国（J?rgenBuhlRasmussen）先生履新后，将快消品文化注入这一百年基业。自那时起，嘉士伯不仅延续传统生产优质的啤酒产品，推出迎合消费需求的新产品，更致力培育他们的口味和需求。为了更好地实现这一全新理念，嘉士伯在中国实施了品牌延伸和扩展西部的战略。

早在130多年前，嘉士伯的啤酒就已出口销到中国，是国内出现最早的国外啤酒产品之一。19世纪末，首批嘉士伯啤酒跨越了半个地球来到中国。当时，嘉士伯的啤酒被当作一种特殊加工的酒在小餐馆里出售。正如其他舶来品一样，代表着西方文化的嘉士伯在这文明古国声名渐起。嘉士伯集团于1978年正式在中国开展业务。于1981年在香港成立了嘉士伯啤酒厂（香港）有限公司，这为嘉士伯在内地的发展奠定了基础。1995年，嘉士伯并购了位于广东惠州的一间啤酒厂。那时起，嘉士伯在内地已初具规模。1999年，香港的生产任务移交惠州。现在位于惠州的嘉士伯啤酒（广东）有限公司，主要负责供应内地及港澳地区。2002年起，嘉士伯开始开拓中国西部地区，促进了众多当地的啤酒厂的并购合作。如今，嘉士伯已在内陆数个省拥有全资或合资企业。

嘉士伯在100多个国家拥有500多种品牌，其中20多个在中国有售。按照品牌延伸的策略，品牌组合日渐强盛，满足了不同文化背景的消费者在不同场合的需求，同时也有助于培育他们的口味、需求和生活方式。在国内的嘉士伯系列品牌非常丰富，包括嘉士伯(CarlsbergGreenLabel)、冰纯嘉士伯(CarlsbergChill)、特醇嘉士伯(CarlsbergLight)、凯旋1664(Kronenbourg1664)、奇健尼(Kilkenny)、健力士(Guinness)、特利士(Tetley’s)、科罗娜(GoronaExtra)、世傲(Skol)、风花雪月(WindFlowerSnow&Moon)、西夏(Xixia)、乌苏(Wusu)、新疆(Xinjiang)、拉萨(Lhasa)、大理(Dali)、黄河(Huanghe)、山城(Shancheng)和重庆(Chongqing)，此外还有三个非啤酒品牌保斯达(Boostar)、怡乐仙地(JollyShandy)和野格(Jagermeister)。

随着在中国啤酒市场的纵深发展，嘉士伯发现相对于高端啤酒而言，主流啤酒也有着巨大的需求。在国家政府进行“西部大开发”的宏观背景下，2002年嘉士伯踏上了西部发展的征程。在此战略的引领下，嘉士伯在西部并购了多家啤酒厂。时至今日，嘉士伯通过各种投资方式全资或合资拥有的酿造厂遍布在在云南、宁夏、新疆、西藏、甘肃、重庆、四川、湖南和安徽等地区。

对于嘉士伯而言，征战西部并不意味着攻占当地市场或淘汰原有品牌。相反，通过并购合作，嘉士伯一直与合作伙伴共同努力，提高国内啤酒行业的生产水平，让更多消费者享用更优质的啤酒产品，实现与当地社区、合作伙伴、供应商和职工共同成长的长远承诺。除了扶植西部的当地品牌之外，嘉士伯还帮助合资厂重组或升级生产设施，甚至引入高新技术、酿制工艺和管理模式。经过努力，嘉士伯已经成为中国西部首屈一指的啤酒集团。

有足球就有嘉士伯

体育运动赞助在嘉士伯的品牌策略中占有不可或缺的地位。嘉士伯与足球的合作伙伴关系更是嘉士伯引以为傲的传统。为使这种传统发扬光大，嘉士伯更将继续赞助08年欧洲足球锦标赛，并从1992年开始赞助英格兰以及世界上最受球迷喜欢的球队之－利物浦足球俱乐部。

Carlsberg, founded in 1847 and headquartered in Copenhagen, Denmark, is the fourth largest winemaking group in the world. Carlsberg is also the company's main beer brand. The founder, J.C. Jacobsen, began to work in his father's brewery, and then on November 10, 1847, he set up his own brewery on the outskirts of Copenhagen to produce beer and named it after his son, Karl. After his son Karl Jacobson studied brewing technology in Denmark and abroad, he founded the new Carlsberg brewery in 1882, and the new and old Carlsberg brewery merged into Carlsberg brewery in 1906. It was not until 1970 that Carlsberg breweries and tuborg were merged and named Carlsberg PLC. Carlsberg group is one of the leading beer groups in the world, with different brands including beer and other beverage products. Carlsberg's flagship product is one of the world's most famous international beer brands. Meanwhile, Carlsberg, Baltika and tuborg are among the top six beer brands in Europe. Carlsberg employs more than 43000 people and sells its products to more than 150 different markets around the world. In 2010, Carlsberg group sold more than 13.5 billion liters of beer, about 40 billion bottles. As a long-standing brand from Denmark, Carlsberg has always been inheriting the spirit of Founder J.C. Jacobson's exploration and innovation and his dedication to perfection. Mr. J? Rgen Buhl Rasmussen, the current president and CEO of Carlsberg group, after his inauguration, injected FMCG culture into the foundation industry for the past 100 years. Since then, Carlsberg has not only continued the traditional production of high-quality beer products, launched new products to meet consumer demand, but also devoted to cultivating their taste and demand. In order to better realize this new concept, Carlsberg has implemented the strategy of brand extension and western expansion in China. As early as 130 years ago, Carlsberg's beer has been exported to China and is one of the earliest foreign beer products in China. At the end of the 19th century, the first batch of Carlsberg beer came to China across half the world. At that time, Carlsberg's beer was sold as a specially processed wine in a small restaurant. Like other foreign products, Carlsberg, representing the western culture, is becoming famous in this ancient civilization. Carlsberg group started business in China in 1978. In 1981, Carlsberg Brewery (Hong Kong) Co., Ltd. was established in Hong Kong, which laid the foundation for Carlsberg's development in the mainland. In 1995, Carlsberg acquired a brewery in Huizhou, Guangdong Province. Since then, Carlsberg has begun to take shape in the mainland. In 1999, Hong Kong's production tasks were transferred to Huizhou. Now located in Huizhou, Carlsberg beer (Guangdong) Co., Ltd. is mainly responsible for supplying the mainland and Hong Kong and Macao regions. Since 2002, Carlsberg has begun to explore the western region of China, promoting the merger and acquisition cooperation of many local breweries. Today, Carlsberg has wholly owned or joint ventures in several inland provinces. Carlsberg has more than 500 brands in more than 100 countries, more than 20 of which are sold in China. According to the strategy of brand extension, the brand combination is becoming stronger and stronger, which meets the needs of consumers from different cultural backgrounds in different occasions, and also helps to cultivate their tastes, needs and lifestyle. There are many brands in China, including Carlsberg green label, Carlsberg chill, Carlsberg light, Kronenbourg 1664, Kilkenny, Guinness, Tetley's, gorona extra, skol, windflower snow & amp; Moon, Xixia, Wusu, Xinjiang, Lhasa, Dali, Huanghe, Shancheng and Chongqing, as well as three non beer brands, boost, jolly Shanghai and jagermeist. With the deep development of beer market in China, Carlsberg found that compared with high-end beer, mainstream beer also has a huge demand. Under the macro background of the national government's "western development", Carlsberg embarked on the journey of western development in 2002. Under the guidance of this strategy, Carlsberg acquired a number of breweries in the West. Up to now, Carlsberg's wholly-owned or joint-venture breweries are located in Yunnan, Ningxia, Xinjiang, Tibet, Gansu, Chongqing, Sichuan, Hunan and Anhui. For Carlsberg, fighting in the West does not mean seizing the local market or eliminating the original brands. On the contrary, through M & a cooperation, Carlsberg has been working with its partners to improve the production level of domestic beer industry, so that more consumers can enjoy better beer products, and realize the long-term commitment to grow together with local communities, partners, suppliers and employees. In addition to supporting local brands in the west, Carlsberg also helped the joint venture to restructure or upgrade its production facilities, and even introduced high-tech, brewing technology and management models. After efforts, Carlsberg has become the leading beer group in Western China. Carlsberg sports sponsorship plays an indispensable role in Carlsberg's brand strategy. Carlsberg's partnership with football is a tradition that Carlsberg prides itself on. In order to carry forward this tradition, Carlsberg will continue to sponsor the 2008 European Football Championship and Liverpool Football Club, the most popular football team in England and the world, since 1992.

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