Det danske marked The|Danish|the Danish market Der dänische Markt The Danish market Датский рынок

Carlsberg- og Tuborg-øl er siden 1970 blevet produceret af samme virksomhed, men det er mange danskere ikke klar over. Carlsberg||Tuborg beer|beer||since|been|produced|||company|||||Danes||aware of|aware of Carlsberg and Tuborg beers have been produced by the same company since 1970, but many Danes don't realize this. De to mærker ses generelt som konkurrenter. ||brands|are seen|generally||competitors The two brands are generally seen as competitors. I mange år efter fusionen beholdt de to mærker hver sin afdeling af sælgere og chauffører, så kunderne mødte en Tuborg-medarbejder eller en Carlsberg-medarbejder. ||||the merger|retained|||brands|each|its own|department||salespeople||drivers||the customers|met with||Tuborg employee|employee|or a|||employee For many years after the merger, the two brands kept separate departments of salespeople and drivers, so customers met a Tuborg employee or a Carlsberg employee. I dag arbejder alle i virksomheden med både Carlsbergs, Tuborgs og Coca-Colas produkter. |day|work with|everyone||the company||both|Carlsberg's products|Tuborg's products||Coca-Cola's|Coca-Cola's| Today, everyone in the company works with Carlsberg, Tuborg and Coca-Cola products.

Mærkerne markedsføres stadig forskelligt. The brands|are marketed|"still"|differently The brands are still marketed differently. Ældre danskere kan huske, at en Carlsberg-øl også blev kaldt en Hof (fordi øllet leveres til det kongelige hof). Older|older Danes||"remember"|||Carlsberg beer||||called||royal court|because|the beer|"is delivered to"|||royal court|royal court Older Danes may remember that a Carlsberg beer was also called a Hof (because the beer is delivered to the royal court). Det blev samtidig mest set som en øl for arbejdere. |was seen|"at the same time"|mostly|seen||||for| At the same time, it was mostly seen as a beer for workers. I dag markedsføres det primært som en øl for mænd. ||marketed||primarily|||||men Carlsberg er sponsor for en del af de store fodboldklubber, både danske som FC København og udenlandske som Liverpool. Carlsberg||sponsor|||part|||major|football clubs|both|Danish clubs like||Football Club|Copenhagen||foreign clubs like||Liverpool Carlsberg is a sponsor of some of the big football clubs, both Danish like FC Copenhagen and foreign like Liverpool. J-dag, 2010. Christmas beer release|day J-day, 2010. Tuborg markedsføres derimod som en øl til de yngre – både mænd og kvinder. |is marketed|"on the other hand"||||||younger people|both|men|and|women Som sponsor er Tuborg tæt forbundet med musikken. ||||closely|associated||the music As a sponsor, Tuborg is closely connected to music. Tuborg har for eksempel i mange år været sponsor for Roskilde Festival og Grøn Koncert (hvor overskuddet støtter folk, der er ramt af muskelsvind). |||||||been|||Roskilde Festival|music event||Green Concert|||the proceeds|supports||||affected by||muscular dystrophy Tuborg has, for example, been a sponsor of the Roskilde Festival and Grøn Koncert (where the proceeds support people affected by muscular dystrophy) for many years.

Tuborg står også bag en landsdækkende begivenhed, J-dag. |"is behind"||behind||nationwide|event|J-day|J-day Tuborg is also behind a nationwide event, J-day. Det er den fredag (som regel i starten af november), hvor danskerne kan begynde at købe årets Tuborg Julebryg. ||that|J-Day|that|usually||||early November|when|the Danes||begin|||"of the year"||Christmas brew It is the Friday (usually at the beginning of November) when Danes can start buying the year's Tuborg Julebryg. Det bliver fejret på værtshuse og cafeer i hele landet. |is being|celebrated||pubs||cafes||the whole|the whole country It is celebrated in pubs and cafes across the country. En lille reklamefilm hører med til traditionen. |A small|commercial film|"is part of"||to|the tradition A small advertisement film is part of the tradition. Den viser julemanden, der vender sin kane om for at følge efter Tuborgs lastbil med Julebryg. |shows|Santa Claus||turns around||sleigh||in order to||follow after||Tuborg's|truck||Christmas beer It shows Santa turning his sleigh around to follow Tuborg's truck with Christmas beer. Reklamefilmen er blevet vist i biograferne i mere end 25 år. The commercial||has been|shown||the cinemas|||more than| The commercial has been shown in cinemas for more than 25 years.

Over halvdelen af alle de øl og sodavand, der sælges i Danmark, kommer fra Carlsberg. |more than half||||||soft drinks||are sold||||| Over half of all beer and soft drinks sold in Denmark come from Carlsberg. Så Carlsberg er landets største leverandør af drikkevarer. |||the country's|largest|supplier||beverages Den nærmeste konkurrent er koncernen Royal Unibrew, der blandt andet sælger ølmærkerne Royal Beer og Albani og sodavand som Pepsi og Faxe Kondi. |nearest|competitor||the company|Royal|Royal Unibrew||among other things|among other things|sells|beer brands||Royal Beer||Albani beer brands|||such as|Pepsi||Faxe Kondi|Faxe Kondi The closest competitor is the Royal Unibrew group, which sells beer brands such as Royal Beer and Albani and soft drinks such as Pepsi and Faxe Kondi.

De seneste cirka ti år har markedet for øl ændret sig. The|The last|approximately|ten|||the market|||changed|itself Over the past decade or so, the beer market has changed. Selvom de fleste øldrikkere gerne tager en pilsner, er mange samtidig blevet interesseret i at købe dyrt specialøl fra små bryggerier. "Even though"||most people|beer drinkers|"willingly"|take||pilsner beer|||at the same time|||||||craft beer||small|breweries While most beer drinkers are happy with a pilsner, many have become interested in buying expensive specialty beers from small breweries. Carlsberg vil også gerne være leverandør af specialøl. |||||supplier|| De er derfor både begyndt at sælge udenlandsk specialøl (som det belgiske Leffe) og selv producere specialøl som for eksempel Semper Ardens. |||both|||sell|foreign||||Belgian|Leffe beer||themselves|produce|||||Semper Ardens|Always Burning As a result, they have started selling foreign specialty beers (like Belgian Leffe) and producing their own specialty beers, such as Semper Ardens. I 2008 producerede Carlsberg endda verdens dyreste øl, Jacobsen Vintage 1. |produced||even|world's|most expensive||Jacobsen Vintage 1|Vintage In 2008, Carlsberg even produced the world's most expensive beer, Jacobsen Vintage 1. Der blev produceret 600 flasker, der hver kostede præcis 2008 kroner. |||bottles||each|cost|exactly| 600 bottles were produced, each costing exactly DKK 2008. Carlsbergs nye produkter, som for eksempel Somersby, skal især tiltrække de kvindelige kunder. Carlsberg's||||||Somersby||especially|attract||female customers|female customers Trods den nye interesse for specialøl falder danskernes samlede køb af øl. Despite|||interest|||is declining|the Danes'|overall|purchase|| Despite the new interest in specialty beers, Danes' total beer purchases are falling. Carlsberg er derfor også begyndt at udvikle andre typer drikkevarer. ||||||develop||types of|beverages I 2008 introducerede de Somersby – en æblecider med cirka samme alkoholstyrke som en pilsner. |introduced||||apple cider||approximately||alcohol content|||lager beer Denne nye type cider blev en stor succes, og konkurrenterne fulgte snart efter med lignende ciderprodukter. ||type|cider||||||the competitors|followed soon after|soon after|||similar|cider products Siden da har Carlsberg både udvidet Somersby-serien og introduceret nye produkter som Beo og Copenhagen, der særligt skal tiltrække kvinderne. Since then|since then|"has"||both|expanded||series||introduced|||"such as"|Beo||Copenhagen||specifically||attract|the women Since then, Carlsberg has expanded the Somersby range and introduced new products like Beo and Copenhagen to attract women in particular.