Carlsberg Polska turns its fortunes around and aims for 20% market share

In 2004 the company's sales grew by 8.2% and amounted to almost 4.2 million hectoliters of beer. The whole domestic beer market grew by 1.4% and the company increased its market share by 0.5% to 15%. "We want to grow faster than the market. Our ambition is to win a 20% share [of the market]. We need several years to achieve that," declared Marcin Piróg, the president of Carlsberg Polska. In 2004, the sales of its Harnaś beer increased by 146%, while the sales of Carlsberg grew by 44%. The company's revenues increased by 5% in comparison with 2003 and amounted to almost zł.1.15 billion. The consolidated profit totaled zł.10.5 million compared to a loss of zł.2.5 billion in 2003. the brewer also managed to reduce its operational costs by 3.1%. This year, the company plans to introduce several innovatory products as well as new packaging, but for now refuses to reveal any details. (Parkiet, p. 6) E.B.