During the soccer World Cup in June 2002 Danish brewer Carlsberg noticed an increase of total larger sales by 20% and a rise of 240% year on year for lager sales as well as 125% for its export, reported a Denmark’s financial newspaper Borsen. According to the report, when at the beginning of the year market share for Carlsberg in the UK was around 12%, during the World Cup Carlsberg increased its market share in the British lager market to 30% and went ahead of Carling with 22%, Fosters with 14% and Heineken with 6%.

15 July, 2002