48 Corporate Centre Corporate Centre Marketing and innovation Carlsberg BreweriesGLYPH<213> beer brand portfolio Following the formation of Carlsberg Breweries at the beginning of 2001, the company has prepared a comprehensive strategic plan, focusing on the GroupGLYPH<213>s beer business as well as other commercial beverages that support the beer activities. Headquarters were reorganised in the autumn of 2001 in order to strengthen focus on the man- agement of the GroupGLYPH<213>s brewery activities and the traditional export and licence activities were con- centrated in a separate profit centre. Developing a portfolio of powerful brands is be- coming increasingly important within the beer in- dustry. A combination of strong local brands to- gether with Carlsberg as the global premium brand provides the backbone of the Carlsberg brand strategy. Different brands will play different roles in the comprehensive portfolio, but all will work towards stimulating increased earnings for the company. The Carlsberg brand is the global premium brand within the portfolio. The objective with the brand is to stimulate profitable growth worldwide based on a strong distribution foundation and a consumer- led brand relationship. The Carlsberg brand achie- ved considerable worldwide growth in 2001, with particularly strong sales development in the UK, Ireland, Sweden, Norway, Portugal, Israel, Singa- pore, China and Thailand. The Carlsberg brand will continue to be the GLYPH<210>crown jewelGLYPH<211> in the Carls- berg Breweries portfolio, striving to enhance pre- mium segment growth for the company. The Tuborg brand has strengthened its position in several regions worldwide and has shown steady growth in 2001, especially in Eastern Europe. Markets such as Russia, Turkey, Romania and Is-