CSR in Supply Chains of Brewing Industry - Technology Management for Sustainable Production and Logistics - page 101

The third biggest company in the brewing industry is Carlsberg Polska with an
approximately 14 % share in the Polish beer market and annual production exceed-
ing 4 million hectolitres. The company was initially called Carlsberg Okocim S.A.
After the takeover of all the shares by the Dutch concern Carlsberg in 2004 the
name of the enterprise was changed into Carlsberg Polska S.A. The most popular
brands of the Group are Carlsberg, Harna´, Okocim, Karmi, Kasztelan, Bosman
and Piast. Three breweries are part of the Carlsberg Polska Group, namely Okocim
Brewery, Kasztelan Brewery and Bosman Brewery (Carlsberg Polska 2014 ).
In 2013 annual beer production in Poland increased by 0.7 % in relation to
2012 and amounted to 39.56 million hectolitres. Beer consumption, in turn,
decreased in Poland in 2013 by 2 % to 37.2 million hectolitres, which resulted
from the economic situation in the country and unfavourable weather conditions as
well as quite a high basis from the previous year when the Euro 2012 champion-
ship took place, driving beer sales. According to data from the Central Statistical
Ofice Główny UrzǛd Statystyczny, (GUS), in January 2014 annual beer produc-
tion in Poland declined by 1.1 % compared to the same period of the previous year
and was 2.79 million hectolitres ( 2014 ).
The falling sales on the domestic market is partly compensated by export. The year
2013 ended in a rise in export for the brewing sector. According to data from GUS,
beer export increased by over 360,000 hl (16.7 %) in comparison with the previous
year, reaching a level of more than 2.5 million hectolitres. These data provide a basis
for forecasting a continually growing share of export in the total beer sales in 2014 .
Beer sales at the current level of 37 million hectolitres proves market stabilisa-
tion. The expected improvement of consumer attitudes and continuous introduc-
tion of beer novelties may contribute to a small increase in sales. What might also
improve sales in forthcoming years is a wider and wider range of special beers:
non-pasteurised and flavoured ones (shandies and radlers), which are offered to
consumers by all breweries in Poland. This reflects the tastes of the present enthu-
siasts of the beverage, who are characterised by openness to novelties, a search for
new flavours and experiences. The trend for increasing demand for new flavours
can be noticed by both corporate producers and small local breweries. The sales
results from 2013 suggest that it is exactly this segment in which beer producers
see a potential chance for the growth of the market which is perceived as already
saturated (a statistical Pole drinks about 96 l of beer per year) ( 2014 ).
3 Case Studies
3.1 Responsible Sourcing
At the level of enterprise management, responsible supply chain management
(RSCM) represents the conception of corporate social responsibility. The aim of a
sustainable supply chain is to create, protect and strengthen environmental, social
and economic values for all the parties engaged in supplying products and services