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Confronting proliferation ... in beer: An interview with Carlsberg's Alex Myers

  • Carlsberg, one of the world’s leading beer brands, has been growing rapidly in emerging markets such as China and Russia.
  • Closer to home, the maturation of the beer market and the proliferation of distribution channels, media outlets, customer segments, and brands have made marketing more challenging.
  • In this interview, Alex Myers—formerly Carlsberg’s senior vice president for sales and marketing and currently senior vice president for Western Europe—describes where he thinks the beer market is headed and how the company is coping with today’s complex marketing environment.
  • Marketing beer today, in Myers’s view, means combining passion about brands and consumer wants with facts, measurement, and accountability.
This article contains the following exhibit:
  • Biography of Carlsberg’s Alex Myers
 

Confronting proliferation
This interview is part of a series of conversations between the Quarterly and senior marketers about the challenges and opportunities created by marketing proliferation. Read how these other executives are navigating today's complex, rapidly changing marketing environment.

Confronting proliferation ... in mobile communications: An interview with Nokia’s senior marketer
Keith Pardy discusses the challenges of maintaining a strong global presence while keeping pace with the explosion of products and marketing channels.

Confronting proliferation...in online media: An interview with Yahoo!’s senior marketer
Cammie Dunaway explains how she is preparing for the future by shifting the company’s marketing dollars to vehicles whose returns can be measured and by fostering intellectual curiosity.

Confronting proliferation...in retail: An interview with Wal-Mart’s John Fleming
The giant retailer’s chief merchandising officer explains why and how it is trying to reach a wider range of consumers than it did in the past.

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