Harboe markets its products in more than 90 countries worldwide. Based on its solid position in Northern Europe, we have in recent years pursued a targeted strategy of continued international expansion, primarily focusing on four geographical regions: Africa, the Middle East, Asia and most recently also South and Latin America.
Northern Europe is the group’s largest market and includes Denmark, Norway, Sweden, the Baltic states and Germany as well as the Danish-German border area, which represents a special market for the group’s drinks products. In addition, we market a targeted range of products in other selected European markets.
In Northern Europe, we primarily sell our products to the retail sector, which has seen ongoing consolidation in recent years, especially among the discount chains which continue to increase their relative share of the total retail trade. Our drinks product range in Northern Europe is targeted at the private-label segment and is also marketed under Harboe’s own brands through the major supermarket chains at attractive prices.
We focus on maintaining a high volume of the group’s drinks products and protecting our well-established position in the highly competitive Northern European market. We will drive the development of and provide customers with a high level of quality, flexibility and reliable deliveries. At the same time, through ongoing development activities, we intend to provide our customers with an attractive product range that always reflects the international trends and the demand in the drinks market.
The Middle East
For a number of years, we have worked systematically to expand our activities in the Middle East in close cooperation with a number of local and international distributors and partners. In the Middle East we primarily market our beverages under own brands which are highly recognized in the market. We sell beer in selected Middle East countries that allow alcohol import. We also market a range of non-alcoholic products, including non-alcoholic malt beverages and traditional soft drinks.
In the past five years, Harboe has pursued a focused geographical expansion strategy in the region, and we now have a strong foothold in several markets. The activities are being expanded continuously in collaboration with customers and distributors in both existing and new markets in the region.
For a number of years, Harboe has pursued a targeted growth strategy in the African market and currently we sell a wide range of beer, soft drinks, malt beverages and non-alcoholic beer in a growing number of African countries. We generate the largest share of our revenue outside of Europe in this region and see potential for further growth. The products we sell are primarily Harboe’s own brands which are increasingly being recognized and appreciated by the African consumers.
Focused selling and marketing activities and close and mutually beneficial collaboration with large regional distributors are catalysts for the continued positive development of sales.
South East Asia and Oceania
As part of Harboe’s strategy of continued international expansion of its activities, the group has launched a systematic sales effort in South East Asia and in selected markets in Oceania where collaboration has been established with a number of distributors across the region. In particular, Harboe’s lager and strong beer products have gained a foothold in the South East Asian markets.
The exposure of Harboe’s products in a growing number of retail chains contributes to rendering the products visible to the consumers in these markets. Systematic work is going into developing and marketing Harboe’s brands in the region in close collaboration with both local and regional distributors. The positive development is seen within all product categories, but particularly the beer segment is seeing strong growth.
In addition to Harboe’s positioning in the retail sector, marketing efforts aimed at the restaurant segment are also generating positive results.
The latest step in the geographical expansion has been targeted at selected markets in North and South America. Initially, the activities were targeted at special consumer segments in which the dark, non-alcoholic malt beverages are seeing a strong demand – particularly in the Caribbean. In the past year, focus has also been on cultivating a number of other markets in both North and South America, identifying distributors and concluding collaboration agreements with local partners. Direct contact has also been established with retail chains in a number of countries where beer, in particular, makes up a growing category. We see the potential for establishing a stronger presence in these markets.