The Green Strategy Behind Carlsberg's Membership of UNESDA
The Union of European Beverages Associations, or UNESDA as it is more commonly known, has announced the addition of five new members to its ranks.
These are Monster, Royal Unibrew, the Hungarian Soft Drinks Association, the Polish Federation of Food Industry and, most notably, Danish brewing giant Carlsberg.
UNESDA has been a trade association since the late 1950s, acting as both a forum and a representative for drinks industry companies and national drinks industry associations from across Europe.
The organisation is now home to 39 members, cementing its role as a unified voice in an industry that is navigating some rather seismic shifts.
Whether it's changing consumer preferences, regulatory landscapes or environmental expectations, companies from the industry have a lot on their proverbial plates right now, so UNESDA is stepping up to the plate to bat for them.
Peter Harding, President of UNESDA and CEO of Suntory Beverage & Food International, says: “The increase in new members is a recognition of the importance of our sector in Europe and the key role that UNESDA plays in fostering a cohesive and unified voice to advocate for supportive and stable policies.”
A new chapter for Carlsberg
Carlsberg’s entry into UNESDA - more so than any of the other recent arrivals - feels significant.
For one, it shows that the brewing company is increasingly focused on non-alcoholic and functional beverages.
Known globally for its beer portfolio, the Danish multinational has been steadily expanding into soft drinks, a move driven in part by the growing demand for healthier and more sustainable beverage options.
Christian Wulff Søndergaard, Carlsberg’s Vice President and Head of Global Corporate Affairs, addresses this broadening of scope.
“Our membership marks a bright new chapter for us as we continue our growth in the soft drinks market and strengthen the importance of our business,” he explains.
“We are eager to advance our common goals and foster a more diverse and sustainable beverage landscape for consumers.”
Aside from its approach to the soft drinks market, this announcement feels significant within the context of Carlsberg’s pursuit of sustainability.
The company’s Together Towards ZERO programme outlines ambitious targets, including achieving net-zero carbon emissions by 2040 and eliminating water waste in its breweries.
Now, by aligning with UNESDA, Carlsberg aims to leverage collective expertise to address these challenges, particularly when it comes to decarbonisation and sustainable packaging.
Tackling the challenges of the industry
The soft drinks sector contributes massively to Europe’s economy, supporting more 1.8 million jobs and sourcing more than 85% of its ingredients from European farmers.
However, it is facing a new wave of pressure to address environmental concerns.
The push for innovative packaging solutions, reduced carbon footprints and water conservation measures is reshaping production processes across the industry.
Consumers too are driving the change.
A surge in demand for low- or no-sugar beverages and functional drinks reflects a shift towards health-conscious lifestyles.
Younger generations particularly are fuelling growth in at-home consumption, prompting companies to rethink traditional distribution models.
“Environmental expectations are influencing consumers’ beverage choices,” Peter says.
“The sector is actively responding with a broad range of actions, from innovative sustainable packaging to preserving water resources.”
UNESDA: fostering a climate of collaboration
UNESDA’s expanding membership represents a broader trend of collaboration across the food and drink industry.
By bringing together companies like Carlsberg, Monster Energy and Royal Unibrew, alongside national associations from Hungary and Poland, the organisation aims to create a unified approach to regulatory challenges and sustainability goals.
Desmond White, Chief Commercial Officer for EMEA at Monster Energy, points out the strategic value of the alliance.
“We believe our membership creates opportunities to address challenges and opportunities common to the category,” he says
Lars Jensen, CEO of Royal Unibrew, echoes the sentiment, highlighting the importance of working towards a “supportive regulatory environment” that encourages innovation and sustainability.
The inclusion of Nestlé Waters & Premium Beverages on UNESDA’s Executive Committee further reflects the organisation’s growing influence.
Muriel Lienau, CEO of Nestlé Waters in Europe, says: “This is an important strategic step for us as we are seeing the demand and expectation for both waters and non-alcoholic beverages undergoing significant transformation.”
As UNESDA integrates its new members, Christian believes that a spirit of togetherness can take wing.
“We look forward to all that we can deliver together,” he says.
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