34 Regional Reports - Western Europe brand, which is the leading international brand, substantially reinforced its position in 2001 with strong volume growth and today, the Carlsberg brand accounts for more than 4% of the Norwe- gian beer sales. Ringnes is also the undisputed market leader in the mineral water segment with the strong brands Farris and Imsdal, accounting for a total market share of 68%. The soft drink market share amounted to 26% and showed growth for the Pepsico products which are produ- ced under licence. gained market share whereas the shares of the two main brands Pripps BlGLYPH<140> and Falcon remained stable. The formation of the new company Carls- berg Sverige has significantly boosted the expo- sure of the Carlsberg brand in the Swedish mar- ket. As regards Pripps BlGLYPH<140>, the traditional marketing strategy with a maritime theme empha- sising the longing for Swedish summer has been revived after some years with different themes. Mineral water and soft drinks are important segments for Carlsberg Sverige. The company is the leading player in the water segment and num- ber two in the soft drink market. The market posi- tion in both segments has been stagnant in 2001 and soft drinks registered particularly disappoint- ing earnings due to low price levels. RingnesGLYPH<213> vision is to be NorwayGLYPH<213>s beverage specialist with focus on consumers and custo- mers as well as innovation, particularly as regards packaging development. The company now uses customised bottles within most areas of on-trade sales. In 2001, efforts have been concentrated on establishing vision and values as well as a new strategic plan. The objective is to make Ringnes one of the three most preferred partners for the companyGLYPH<213>s direct customers by 2003 and all employees should learn to focus on customer demands — a factor which should also characterise the day-to-day operations and the service provi- ded. 2001 was characterised by the establishment of the new Carlsberg Sverige following the merger between Pripps and Falcon and the amalgamation of the businesses and cultures of the two pre- viously independent companies. It has been deci- ded to implement a new production structure and this means that production in Gothenburg, Swe- den will be closed down at the beginning of 2002. Further, the company has sold a number of brands in compliance with the requirements made by the competition authorities in connection with the establishment of Carlsberg Sverige. The finan- cial results for 2001 are not satisfactory, which is mainly due to a slowdown in the total market but also an incomplete merger process, which is ex- pected to be rectified by the new management. Efforts have also been made to expand contact between staff and management in all parts of the country. Ringnes encompasses many local cultu- res, and the combination of national and regional brands as well as local loyalty at the plants un- doubtedly constitute one of the companyGLYPH<213>s strengths. An important project in 2001 was the transfer of beer brewing from the old plant in the centre of Oslo, which was established in 1877 to the new plant in GjellerGLYPH<140>sen outside Oslo - today one of the most modern breweries in Northern Europe. Financial results were satisfactory. In Norway, Tuborg is brewed and marketed by Hansa Borg Bryggerier and is still the second lar- gest international beer brand, despite the fact that sales showed a declining trend in 2001 after years of growth. The Norwegian beer market remained stable in 2001 compared to the previous year. Per capita consumption in Norway is very low, possibly because the excise duties on beer are among the highest in the world. The soft drink market also experienced a stable trend and per capita con- sumption is very substantial at 115 litres. Per capi- ta consumption of mineral water increased by 10% to 19 litres. In 2001, the Finnish beer market experienced mod- est growth of about 1-2%. Sinebrychoff captured most of the growth in the beer market by impro- Ringnes has consolidated its position as Nor- wayGLYPH<213>s leading brewery by increasing its market share in the beer segment to 59%. The Ringnes brand shows a positive trend and alone accounts for 32% of Norwegian beer sales. The Carlsberg Finland — OY Sinebrychoff AB Norway — Ringnes AS