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| Sunday, 8 June 2003 |
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| News Business Features Editorial
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Carlsberg goes 'green' by Pelham Juriansz Carlsberg Beer announced the launch of its new green bottle at its factory in Biyagama. Hitherto, the bottle was brown. The new green bottle (plans to change the colour were made last year) in two sizes - 300ml and 625ml - is expected to boost sales. Brand Manager Carlsberg Ranjan de Silva told the media conference at the Biyagama factory that the green bottle is very popular in other countries, but took some time to be introduced here. "We designed this bottle with the help of Ceylon Glass Company as green is an integral part of the beer identity," explained de Silva. Lion Brewery (Ceylon) Limited, in which Carlsberg has a 25 per cent equity stake, worked closely with Ceylon Glass Company, which acquired the technology to manufacture green glass bottles locally, a feat previously not possible in Sri Lanka. The liquid inside the new bottle is easily visible as opposed to the brown bottle. Beer was first made many centuries ago and was popularised by the Babylonians in Mesopotamia. Carlsberg was founded in 1847 by the visionary brewer J.C. Jacobsen outside the city ramparts of Copenhagen, Denmark. The present Carlsberg brand, named after Carl, Jacobsen's son, is renowned for its quality. Carlsberg International recorded a five per cent increase in sales last year in an environment that was not conducive to selling beer. Carlsberg is one of the leading brewing groups in the world with 29,000 employees and annual sales of 7.9 billion litres. It is present in 103 sites in 49 countries. According to de Silva, the Biyagama factory employs 120 people. |
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