Our strategy

Royal Unibrew is a regional multi-beverage and multiniche company with a decentralized organizational structure, enabling agile decision-making and tailored solutions that cater to the specific preferences of local consumers and customers.

Our strategy is driven by our ambition to be THE PREFERRED CHOICE as the local beverage partner who challenges the status quo by doing better every day in a fun, agile and sustainable way. To achieve this, we are focused on building robust local businesses with diverse portfolios of high-quality beverages and strong route-to-market operations that secure leading positions across a broad market base.

Our strong local portfolios of own brands are complemented by renowned international brands from partners such as PepsiCo, Heineken, Diageo, and others.

We strive to remain relevant to our customers by offering exceptional and comprehensive brand portfolios in local markets.

We operate in both the non-alcoholic and alcoholic beverage segments, offering no/low sugar alternatives in the non-alcoholic segment and no/low alcohol options in the alcoholic segment. This ensures that our product range meets a variety of consumption occasions and consumer preferences.

Our product portfolio covers all relevant categories that can be stored at ambient temperatures and align with our production and logistics capabilities, allowing us to realize scale benefits throughout our value chain. This approach enhances the utilization of fixed assets, improves sales and logistics efficiency, and boosts overall productivity.

In markets where we do not have a multi-beverage presence, our goal is to establish and strengthen niche positions. Our diverse portfolio of local brands, alongside renowned international partner brands, combined with our distribution capabilities and highly efficient value chain, form the core components of our business model and value creation strategy.

We see significant growth opportunities in segments such as no/low-sugar soft drinks, ready-to-drink alcoholic beverages, enhanced drinks, and premium brands. These categories are expected to grow structurally faster than the broader beverage market and offer higher margins than our average group margin. It is a key priority for us to leverage our strong brands and maintain commercial momentum in these areas.

Our ambition is to be a global leader in sustainable beverages, fostering strong local and people engagement and working towards a net-zero carbon footprint by 2040.

We are committed to driving long-term value by maximizing Return on Invested Capital (ROIC) and Earnings Per Share (EPS). To achieve this, we focus on maintaining an agile, lean, and efficient organization that optimizes profitability, ensures high cash conversion, and pursues value-creating growth opportunities.

 

Purpose and ambition

THE PREFERRED CHOICE

We want to be THE PREFERRED CHOICE of local beverage partner that challenges the status quo by doing better every day in a fun, agile and sustainable way

THE PREFERRED CHOICE for…

OUR CONSUMERS

We want to be THE PREFERRED CHOICE as the local beverage partner who challenges the status quo by doing better every day in a fun, agile and sustainable way, and thereby creating good and enjoyable moments for our consumers.

As a strong regional multi-beverage company, we are building strong locally engaged businesses with broad portfolios of high-quality beverages across categories and with strong route-to-market operations.

It is our ambition to be a global leader in sustainable beverages.

It is our aim to offer choices for all consumers, for all drinking occasions, including no/low alcoholic and no/low sugar alternatives.