Editor's Notes: As China’s 14th Five-Year Plan nears completion and the 15th Five-Year Plan comes into view, Bridging News is launching a Global Vision special series, “China’s New Blueprint,” featuring international experts who unpack key themes such as China’s modernization path, international cooperation, technological innovation, and green development for overseas readers.
Chongqing - As China steps up efforts to attract foreign investment under its 15th Five-Year Plan, Danish brewer Carlsberg sees the market entering a new growth phase driven by innovation, health-conscious consumption, and tighter integration with global supply chains. These trends, said Christian Wulff Søndergaard, Vice President of the Carlsberg Group, are reshaping how multinationals operate—and strengthening the case for continued expansion in the world’s largest beer market.
During an interview with Bridging News, Søndergaard said China's beer sector is entering a phase in which product quality, scientific innovation, and culturally resonant brands matter more than ever. Carlsberg is drawing on its 178-year heritage while adapting quickly to evolving tastes, including rising demand for low-alcohol, low-calorie, and alcohol-free beverages.
"We constantly combine the best of science with new product development," he said. "That is what keeps Carlsberg relevant today and in the future."
He added that China is not only a high-volume market but one that evolves rapidly, where regional identities strongly influence consumer choices. Brands such as Chongqing, Shancheng, Wusu, and Dali thrive because they hold cultural relevance and align with everyday dining and social occasions. As consumption motivations diversify, those ties give Carlsberg an edge in serving a more segmented market.
Chongqing: a rising hub in China's consumer landscape
Carlsberg's strategy in China increasingly revolves around Chongqing, where more than half of its total mainland investment of 20 billion yuan has been deployed. The company now operates 27 breweries across China, growing from a regional player into one of the country's top five brewers — a transformation rooted in Chongqing's role as its national base.
"Chongqing is the center of our business in China," Søndergaard said. "There is a lot of potential here, and we will continue to invest to grow our market share. We are very comfortable and enthusiastic about having Chongqing as the core of our Chinese operations."
Carlsberg cites strong government support, robust local demand, and deep cultural pairings between cuisine and beer as reasons the city has become indispensable. These localized connections support brand loyalty and long-term growth.
As China accelerates its opening-up and prioritizes high-quality development, Carlsberg sees expanding opportunities for multinationals. With its strategic location, policy support, and strong consumer culture, Chongqing is emerging as a point where global expertise meets local dynamism.
Sustainability and digitalization are at the heart of strategy
Carlsberg is embedding sustainability more deeply into its China operations, with Chongqing serving as a pilot site for some of its most advanced ESG practices.
"Water is incredibly important to us. If there's no water, there's no beer," Søndergaard said. The company's approach focuses on reducing water use inside breweries and replenishing local ecosystems.
Chongqing's Dazhulin Brewery is now one of Carlsberg's most water-efficient globally, using just 1.69 hectoliters for every 100 liters of beer produced. Across the group's global network, 18 of its most efficient breweries are located in China — progress Søndergaard attributes to sustained investment and technical upgrades.
Carlsberg's other focus is ecological restoration. In Chongqing, the company is working with the World Wide Fund for Nature on projects to restore the Yangtze River wetlands and purify water. "When we use water from local resources, we aim to put the same amount back," he said. "This ensures our impact is as low as possible while contributing to the broader community."
Digital transformation is also playing a key role in Carlsberg's operations. The company is integrating AI, automation, and digital tools into its breweries, while closely monitoring how Chinese consumers are increasingly turning to digital platforms to purchase beer and engage with brands. This shift not only enhances operational efficiency but also aligns Carlsberg with evolving consumer habits in China's fast-paced, tech-driven market.