Denmark is witnessing a remarkable popular movement against American products, which has clearly been reflected in the performance of Carlsberg, the company that produces and markets the Coca-Cola drink in Denmark.
Group CEO Jacob Urup Andersen told TV2 that the impact was still limited, but evident in the Danish market, which was the only market where the company felt the boycott's impact so strongly.
The reasons for this trend are due to popular protests against the policies of US President Donald Trump.
Prominent international media outlets, such as the Financial Times and the Wall Street Journal, have highlighted this Danish phenomenon, amid reports indicating a decline in Coca-Cola consumption in several countries, including Denmark and Mexico.
Although the Danish company tried to reassure the public by emphasizing that Coca-Cola is produced locally by Danish hands in factories in the Danish city of Fredericia, which employs about 800 people, this did not prevent a decline in sales and opened the door for local competitors such as “Jolly Cola”, which recorded a sales jump of up to 13 times in some stores.
Conversely, Carlsberg is benefiting from the rising popularity of its other drinks, such as Tuborg Squash, which has seen significant growth following a successful advertising campaign, helping to mitigate the effects of the boycott on the company's financial results, according to the source.
