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Jovana Vještica, Communication Manager, Carlsberg

Women Excel in the Beer industry

As a company, Carlsberg Group is committed to gender equality and have integrated gender equality and women’s empowerment into their business strategy. This is their current strategic orientation

Our interviewees believe that two-way communication and a personalized approach to their staff are the key to achieving maximum performance, to nurturing and developing a motivating and stimulating company culture and to their targeted business results

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Our interviewees believe that two-way communication and a personalized approach to their staff are the key to achieving maximum performance, to nurturing and developing a motivating and stimulating company culture and to their targeted business results.

You believe that nothing is more valuable to a company than its people?

— People have always been an organization’s most valuable resource, and what we’ve observed in recent years is a significant shift from words to action when it comes to our relationship with employees. I must say that the new generations have greatly helped awaken employers, they are much more conscious about the direction in which they want to develop their careers. Today, the financial package is only one aspect when looking at a potential employer.

It is true that the beer industry is perceived as a male industry and that is why we put a lot of effort into empowering women and their development

Young individuals embarking on their careers now want a clear career path and a development plan on how to get to the desired position in the next few years. Moreover, the overall well-being of employees is a significant concern, about the psychophysical condition of the staff, the company’s relationship with the community, and its impact on the environment also play vital roles.

Therefore, returning to the question, two-way communication and a personalized approach to employees are key to achieving maximum effectiveness and nurturing a motivating and stimulating corporate culture, which subsequently leads to the desired business results.

Although the brewing industry has always belonged to men, you are empowering women and giving them important roles?

— It is true that the beer industry is perceived as a male industry and that is why we put a lot of effort into empowering women and their development, not only within our organization, but also as potential candidates for open positions.

That is a process, but the most important thing is to have a clear map of where we are today and where we want to be in the future, with a very clear plan of how we will get there. An example of one activity is that we make efforts both internally and externally to break down taboos related to certain positions within the company when hiring people, which are unjustifiably seen as exclusively male.

In March of this year, the Carlsberg Group signed the guiding principles on women’s empowerment and gender equality. Was there any specific reason or occasion for that?

— This is actually strategic orientation of Carlsberg Group. As a company, we are committed to gender equality and have integrated gender equality and women’s empowerment into our business strategy. As you said, brewing is an historically male-dominated industry, and we feel a strong responsibility to advance our commitment to gender equality and women’s empowerment at Carlsberg. We believe that getting the gender balance right will pave the way for more diverse representation. Our company has set time-bound targets for the share of women in senior leadership roles, which are to reach a share of 30% overall by the end of 2024, and a minimum of 40% over time.

Besides our code of conduct, human rights policy, and diversity, equity, and inclusion policy, our company introduced mandatory preventing sexual harassment training in 2023 for all its staff globally

If we talk about Carlsberg Serbia Group local markets, (Serbia, Bosnia and Herzegovina, Montenegro, and Albania), the current participation of women in management teams (managers and directors) stands at 40%.

Besides our Code of Conduct, Human Rights Policy, and Diversity, Equity, and Inclusion Policy, our company introduced mandatory Preventing Sexual Harassment training in 2023 for all its staff globally. This initiative aims to reinforce the company’s commitment to fostering a safe and inclusive workplace for everyone.

Which beer from your production programme do ladies prefer to consume? Do most ladies still opt for Somersby? Which beer do you like most?

—And this question, in a way, stems from the prevailing notion that beer is a masculine drink. A large number of women like to drink beer on different occasions. I don’t have a favourite beer, but I choose different brands according to the occasion, from Tuborg at a concert, through Blanc with dinner. Lav is the choice when I’m having lunch with my family, while Somersby is the choice for those rare moments of relaxation.

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