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Carlsberg becomes latest victim of Tesco’s product cull

| International retailers

Carlsberg has reportedly become the latest victim of Tesco’s ongoing cull of brands. According to Marketing Magazine, the retailer is dropping all Carlsberg products with the exception of its four pack lagers which will remain in just 200 stores.

Tesco instigated a major review of its product range earlier this year with up 30% of its product range expected to be culled over an 18-month period to simplify its offering and improve availability of its best-selling lines as part its fight back against the discounters. A number of well-known brands have already been dropped, although Chief Executive Dave Lewis has declined to be drawn on exactly how many suppliers will be affected.

Sources told Marketing Magazine that the decision to strip back the Carlsberg range was the result of complex commercial decisions based around the performance of the brand and the terms it offers the retailer.

A spokeswoman for Tesco is quoted as saying: "We have taken the decision to discontinue a number of Carlsberg products in our stores and online. We will continue to offer customers a great range of beers, lagers and ciders.”

The report quoted Carlsberg as saying: "We are unable to comment on the specifics of our commercial agreements."


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