® Carlsberg Azerbaijan delivers strong results in 2025
Carlsberg Azerbaijan has further increased its contribution to the country's economy in 2025. Thus, last year the company paid more than 38.7 million manat in taxes and duties to the state budget.
Carlsberg Azerbaijan demonstrated dynamic development in key performance indicators in 2025 and increased sales volumes by 2,4% compared to 2024.
In the modern trade channel (retail chains), sales increased by 11.1%, supported by stronger market presence, the standardization of commercial processes, and the development of partnership initiatives with national retail chains. In the HоReCa channel (hotels, restaurants, and cafés), sales volumes also grew by 4.6%, driven by the extension of the premium brand portfolio, intensified sales activities, and the strengthened presence of Xırdalan. DIOT channel (draft beer in off-trade) increased by 45,2% compared to 2024, following the growth of the active client base. At the same time, performance in the traditional trade segment (small retail outlets) showed negative volume dynamics compared to the last year by 7.2%, reflecting a shift in consumer behavior towards more modern formats and broader structural changes in the market.
In 2025, export of Carlsberg Azerbaijan products to Georgia demonstrated strong upward dynamics, exceeding the 2024 level by 70%.
Brand Growth and Initiatives
In 2025, Carlsberg Azerbaijan strengthened its market position through the sustainable development of its brand portfolio, with each brand acting as a growth driver within its respective segment.
The flagship brand Xırdalan, recorded +10% increase in sales volumes compared to 2024, reaffirming its strong market position.
The premium segment was further strengthened by the international recognition of Xırdalan Premium Draft, which received the Superior Taste Award 2025 from the International Taste Institute in Brussels, as well as by the launch of the Xırdalan Winter Edition at the end of the year.
Xırdalan 0.0 expanded its presence through strategic partnerships with Baku Investment Day, the Baku Marathon, and the Azerbaijan Media League, as well as the successful continuation of the partnership with AFFA.
The premium Carlsberg brand delivered sales volume growth of 22,2% driven by the implementation of a comprehensive set of brand activations, including the launch of branded cinema halls at CineMastercard (Dəniz Mall and Gənclik Mall).
In 2025, the Blanc 1664 brand grew by 15.2% compared to 2024. This performance was supported by a series of targeted communication and image-building initiatives, including an exclusive capsule collection in collaboration with Stock In Stock Out, participation as an official sponsor of Baku Fashion Week, and Piano Festival.
Tuborg once again served as the official partner of the international DREAM FEST festival and also stood out at major star-studded events, showing a 16.8% growth compared to 2024.
Carlsberg Azerbaijan also introduced the legendary Belgian beer Grimbergen to the Azerbaijani market — a premium brand with more than 900 years of brewing heritage, originating from Grimbergen Abbey, available in two varieties — Blonde and Blanche.
«Summing up the results of 2025 and having joined the Carlsberg Azerbaijan team, I am proud to share that the Company closed the year with solid business results and significant strategic achievements. A key milestone of the year was the opening of the “Promalt” malt processing factory in Imishli together with our partners. We were honored by the participation of Mr Ilham Aliyev, the President of the Republic of Azerbaijan.
Going forward, my focus will be on building on the results achieved, ensure the continued development of the business, further invest in quality, innovation, and localization, and strengthen partnerships with government and industry stakeholders to support the sustainable growth of both the Company and the country’s economy as a whole,” emphasized Krasimir Lazarov, Managing Director of Carlsberg Azerbaijan.
"Together Towards ZERO and Beyond" for sustainable development
As part of Carlsberg Group’s global sustainability strategy “Together Towards ZERO and Beyond,” the Company consistently implements initiatives aimed at introducing environmentally friendly technologies, optimizing resource use, and supporting the development of local communities. Over the last five years (2021–2025), Carlsberg Azerbaijan has reduced water consumption by 9%, heat consumption by 11%, and CO₂ emissions by 9%.
In addition, in 2025 the Company continued its active support of the environmental initiative “Save the Caspian!”, supporting clean-up activities along the Caspian Sea coastline in Lankaran, Astara, Khachmaz, Shabran, Siyazan, Neftchala, Sumgayit, and Baku. As part of the initiative, more than 5 tons of waste were collected and recycled across an area exceeding 23 hectares.
Carlsberg Azerbaijan is a brewery is located in the city of Khirdalan, 10 kilometers from Baku. The production capacity of the plant is 8 million decaliters per year. The company employs about 250 people and provides over 3,000 jobs in related industries (suppliers, retail, hospitality). The total amount of investments in the development of the plant is approximately 82 million manat. The company’s portfolio includes brands such as Xırdalan, Carlsberg, Tuborg, Blanc 1664, Grimbergen and Əfsanə.
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