How Carlsberg Re-Invented Itself

Carlsberg launched an advertising campaign admitting its beer quality issues, reflecting a cultural shift led by Caster Hard. Upon his arrival in 2015, Hard faced challenges from a failed Russian market investment and industry consolidation. He initiated a turnaround by refocusing on Carlsberg's original purpose and engaging the workforce. In 2015, Carlsberg lacked clarity and faced industry concerns. The Sale 22 initiative was introduced to address these issues, despite funding challenges. Hard adopted cost-cutting measures and a premium brand strategy to address financial concerns and stabilize the company.

What significant change did Caster Hart bring to Carlsberg upon his arrival in 2015?

How did the company's previous investment in the Russian market affect its position in the brewing industry?

What was the original purpose that the founders of Carlsberg set out to achieve?

What strategy did Carlsberg adopt to address its financial challenges?

What were the main concerns that led to the Carlsberg Foundation seeking a new chief executive?