Our SAIL'22 strategy was launched in March 2016 with the ambition to make the Carlsberg Group a succesful, professional and attractive brewer in our markets. The key strategic choices of SAIL'22 are grouped under the headings "Strengthen the core", "Position for growth" and "Create a winning culture". Delivering on these choices will in turn enable us to deliver enhanced value for our shareholders.
SAIL'22 was co-developed by the top leadership team in the Carlsberg Group in order to leverage the Company's vast knowledge base, support a team-based culture and secure a fast implementation.
We are now 5 years into our joruney and our results so far make us confident that SAIL'22 will generate organic top- and bottom-line growth going forward.