Carlsberg is moving its brewery to Hausbruch, south of the Elbe, where a new production site is to be built on a 65,000 square metre area. The administration, sales and marketing departments will remain in Altona. The main property in Holstenstrasse in Altona is to be turned into a vibrant new district.
Speaking at the presentation of the plans, Olaf Scholz, Mayor of Hamburg, said: “Holsten and Astra belong to Hamburg like HSV and St. Pauli. I am all the more delighted that we will remain the city with two famous football clubs and two famous beers. Together we have secured the future of Holsten here in Hamburg permanently. Holsten is not simply a part of Hamburg’s identity, but rather a traditional company with many jobs.”
The move comes as the market for beer shrinks prompting many breweries to move their production to cheaper regions nearby. Scholz added: “The senate has made a clear, early commitment to keeping firms like Carlsberg in Hamburg. We have provided a suitable, urban area in the south of Hamburg and agreed to develop the main site in Altona together.”
Important strategic step
Moving the brewery to Hausbruch is key towards keeping the firm in Hamburg. The layout of the present building and site, the tougher logistic environment in a dense urban area had made it difficult to run the brewery economically in recent years. Frank Horch, Hamburg’s Senator for Economics, said: “Relocating the brewery to Hausbruch and keeping jobs in Hamburg shows Carlsberg’s clear commitment to the city, consumers, employees and business partners.”
Importance for Germany
Chris Warmoth, Executive Vice President, Corporate Strategy at Carlsberg Group, said: “Germany is an important part of the Carlsberg Group and this project is a long-term commitment to the German market. Nowadays, it is by no means a matter of course that such an investment like building a new brewery is done on a western European market. But we believe in the German market and the chances offered by this project.”
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