Our Strategy
Royal Unibrew is a regional multi-beverage and multi-niche company, with a decentralized organizational structure, supporting strong local market presence, agile execution, and tailored solutions for 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 Growth and Value Creation Formula as well as our Operating Model guide our strategy, demonstrating how we generate sustainable value for our stakeholders.
Diverse portfolios
Our strong local portfolios of own brands are complemented by renowned international partner brands.
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.
We see significant growth opportunities in categories such as no/low sugar carbonated soft drinks, energy and enhanced water, ready-to-drink alcoholic beverages, and premium beverages. 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 categories.
Strong route-to-market operations
We operate through two complementary models: multi-beverage in our larger, more established markets, where we offer a complete portfolio of beverages
supported by integrated production and route-to-market, and multi-niche in markets where we have less scale, focusing on selected categories and brands.
Our product portfolio covers beverage 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.
Sustainable value creation
Our ambition is to be a global sustainability leader in our sector, supported by strong local presence and active engagement with people in our local markets, and working toward a net zero carbon footprint by 2040.
We are committed to driving long-term value creation 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.
Growth and Value Creation Formula
Royal Unibrew is a growth company. We do not grow by chance—we grow by choice. Our Growth and Value Creation Formula is our strategic playbook that guides every move across Royal Unibrew Group. The formula provides strategic direction for where we invest, how we differentiate, and how we create impact and long-term value for our stakeholders.
Areas of focus:
• Volume Growth
• Value Growth
• Operating Efficiency
• Acquisitions and Partnerships
• Shareholder Return
