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Carlsberg/dir: Nyt fadølsanlæg er foran planen

Source RBB StockExchange Tuesday, 2 Jan, 2018 12:49:35 GMT
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En ny måde at distribuere fadøl på - Draughtmaster - skal sikre, at ølkategorien igen begynder at vokse i Danmark efter stort set kontinuerlig tilbagegang de sidste 25 år.

Det siger on-trade-direktør hos Carlsberg Danmark Simon Fibiger til Ritzau Finans.

Det nye fadølsanlæg er under udrulning i hele Danmark for øjeblikket og ventes at være fuldt udrullet om et par år.

- I princippet er det hele infrastrukturen på fadølsteknik, der skal opdateres, siger direktøren og fremhæver, at sidste gang, det skete, var i 30'erne, da fadøl gik fra trætønder til ståltønder.

Det er en langsommelig proces, da teknikere skal ud på hver enkelt bar i hver en afkrog af Danmark og sætte nyt udstyr op.

FORAN PLAN

- Det tager fysisk tid for vores teknikere i samarbejde med kunder og salgsafdeling. Der er aldrig to barer, der er ens, siger Simon Fibiger, der forklarer, at det er derfor, det tager yderligere et par år, før Draughtmaster er ude over alt i Danmark.

Men udrulningen går hurtigt og hurtigere end planlagt.

- Ved indgangen til 2017 havde vi opstillet Draughtmaster i 260 barer. Og vi ville lave 650 udskænkningssteder i 2017, men vi har nået 825, så vi er 30 pct. foran planen, siger direktøren og tilføjer, at det betyder, fadølskulturen potentielt vil forandre sig langt hurtigere, end Carlsberg havde håbet på.

- Trods den dårlige sommer sidste år kan vi se, at det øgede udbud og den højere kvalitet skaber øget interesse for fadøl, siger han.

At man har kunnet speede op på udrulningen skyldes, at effektiviseringsprogrammet, Funding the Journey, som koncernchef Cees t' Hart satte i værk for dels at finansiere strategiplanen Sail '22 og dels bedre driftsoverskuddet, er foran planen.

- Da vi er foran på den plan, er der investeret mere i Draughtmaster end planlagt, og det er en kæmpegevinst, vurderer direktøren.

DRAUGHTMASTER SKAL UD I VERDEN

Simon Fibiger oplyser endvidere, at Draughtmaster skal ud i verden.

- Egentlig startede udrulningen af Draughtmaster i Italien, der i modsætning til for eksempel Danmark er et helt umodent marked, siger han og pointerer, at det i Danmark er en helt anden sag.

- I Danmark er opgaven primært at konvertere eksisterende fadølsanlæg med det nye, forklarer han og pointerer, at i Danmark, Carlsbergs hjemland, er man længst fremme med at konvertere kunderne til det nye fadølssystem.

Bortset fra de to lande er der Draughtmaster-anlæg i Grækenland og Portugal samt enkelte steder i Sverige og Storbritannien, der er rullet ud i 2017.

- Draughtmaster er et strategisk fokus for hele koncernen, og som vi allerede har sagt, pågår udrulning og konvertering nu også i landene omkring Danmark, slutter Simon Fibiger.

/ritzau/FINANS

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