Abstract
In the latter years the volume sales of the Danish brewery industry is declining, in the following pages you will find out the reasons why. The aim of this project is to reveal the opportunities and threats that Royal Unibrew A/S could face. Royal Unibrew A/S is the second largest brewery group and largest beer exporter in Scandinavia. Its head office is located in Faxe, Denmark and the Group comprises of 12 breweries and one soft drink producer. In Denmark the Group owns the breweries: Albani, Ceres and Faxe and Thor. In all Royal Unibrew employs about 2,650 people world-wide and exports to approximately 65 countries throughout the world with focus on the markets in Northern Europe, Italy and the international markets for malt drinks in Africa and the Caribbean. The net revenue in 2007 was approximately DKK 3.9 billion.
