Sail 22

Our strategy

Embarking on a New Journey

The SAIL'22 strategy was launched in March 2016 with the aim to strengthen our core business, position us for identified growth opportunities and deliver enhanced value for our shareholders.

The ambition behind SAIL'22 is to be a Successful, Professional, and Attractive brewer in the markets we choose to operate

''With SAIL’22 the Carlsberg Group is embarking on a journey with the ambition to become a successful, professional and attractive brewer in our markets. By strengthening our core, positioning for growth and creating a winning culture, we will deliver improved financial performance and consistent value creation for our shareholders.''

- Cees 't Hart, President and CEO

Some have to dig deep to find their purpose, for us it has always been there.

We pursue perfection every day.

We strive to brew better beers. Beers that stand at the heart of moments that bring people together.

We don't settle for immediate gain, when we can create a better tomorrow for all of us.


Successful by delivering sustainable organic top-and bottom-line growth; professional by being the preferred supplier of our customers; and attactive by delivering value for shareholders, employees and society.

Our key priorities are to Strengthen Core, Position for Growth, Create a Winning Culture and Deliver Value for Shareholders:

Strengthen Core. We will leverage our strong beer brands and market positions to drive growth.

Position for Growth. We want to drive growth in geographies and segments where we see long-term growth opportunities.

Create a Winning Culture.  We will create a winning culture to deliver on our choices.

Deliver Value for Shareholders.  By delivering the above priorities we want to deliver enhanced value growth for our shareholders.