The Carlsberg Group is one of the leading brewery groups in the world, with a large portfolio of beer and other beverage brands. According to statistics, beer consumption is decreasing in Europe, therefore, the company puts much focus on innovation in order to win customers, stay in the market and be its leader. This task was entrusted to Julia Isdale, who is coming to INNO’15 to tell us about her innovation strategy and how it transformed a traditional brewery business into a successful and ever-developing company.
Julia joined Carlsberg back in 2008, as a commercial vice president for Eastern Europe, including Russia, the biggest market in the Carlsberg Group. She was responsible for 3000+ employees in the region across all key commercial functions and was covering key commercial functions for marketing, innovation, sales and channel marketing. Later, in 2012, Julia was appointed vice president for global innovation and continues to lead Carlsberg’s strategic innovation growth platforms. Today she is responsible for innovation agenda for top 6 global brands, 500+ local power brands and developing a new brand for new market opportunities.
“Innovation is the lifeblood of many fast moving consumer goods (FMCG) companies. Even though the beer industry generally tends to be more traditional, it’s increasingly important for us to be innovative and bring ideas to the market to maintain consumer loyalty and attract new consumers,” states Julia.