Carlsberg Marston’s Brewing Company (CMBC), a leading brewer based in the UK, has won four awards in the 2024 Just Drinks Excellence Awards, in the Environmental, Safety, Diversity, and Product Launches categories.
The Just Drinks Excellence Awards celebrate the greatest achievements and innovations in the beverages industry. Powered by GlobalData’s business intelligence, the Awards recognise the people and companies that are driving change in the industry.
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CMBC won the Environmental award for its significant reduction in carbon emissions and innovative sustainability practices and the Safety award through a remarkable decrease in workplace accidents thanks to the business’ efforts. It secured the Diversity award by surpassing targets for women in leadership roles and implementing inclusive policies and training, and the Product Launches award with the successful introduction of 1664 Blanc, which was adeptly positioned as a lifestyle brand through strategic partnerships and a compelling digital campaign.
Pioneering environmental stewardship
CMBC’s environmental strategy, underpinned by its ‘Together Towards ZERO and Beyond’ programme, has led to a series of impactful initiatives that have significantly reduced the company’s carbon footprint, achieving a 10% cut in absolute carbon emissions across its UK breweries and a 22% reduction in relative emissions per hectolitre of beer since 2015.
The company’s energy-saving initiatives have been both innovative and practical. For instance, the optimisation of compressed air systems at Marston’s Brewery in Burton has led to reduced pressure requirements, fewer leaks, and a better understanding of demand in each area. Additionally, CMBC has made strides in optimising the Combined Heat and Power (CHP) system installed at Marston’s Brewery in 2022, which now generates electricity locally and utilises waste heat to produce steam and hot water, thereby reducing the load on boilers and improving overall energy efficiency.
The introduction of 4G malt usage, which shortens boiling times and reduces energy use, aligns with CMBC’s goals to eliminate brewery carbon emissions by 2030 and achieve net ZERO across the value chain by 2040. Partnerships, like with WWF-UK, support sustainable agriculture, while investments in Snap Pack packaging solutions helps minimise plastic use.
Championing safety excellence
The first company-wide Health and Safety Week alongside new safety alerts and briefings have raised awareness and vigilance.
Safety is a core value at CMBC, and the company’s efforts to create a ZERO Accidents Culture has led to a 75% reduction in accidents, thanks to comprehensive safety programmes, regular safety walks targeted at high-risk areas, and health and safety leadership training for 1,690 managers in the UK production and logistics functions.
The company’s focus on psychological safety and well-being is equally commendable. CMBC has invested in training for Mental Health Champions, demonstrating a holistic approach to employee health that encompasses both physical and mental well-being.
Fostering workplace diversity
CMBC’s commitment to diversity, equity, and inclusion (DE&I) is evident in its achievement of surpassing the 2024 target of 30% women in senior leadership roles, reaching 32.5% at the end of 2023, while the company now aims for 40% by 2030.
The annual DE&I Survey, mandatory inclusion training, and employee resource groups support CMBC’s inclusive culture. The DE&I Survey informs its strategy and focus areas, ensuring that initiatives are data-driven and aligned with employee experiences and perspectives.
The ‘Welcome You Library’ and other DE&I resources have been instrumental in building knowledge and awareness among employees. CMBC’s Sales Apprenticeship Programme is aimed at recruiting a diverse workforce, and the Candid Conversations programme, along with Allyship training, drives understanding and action on DE&I topics.
Innovating product launches
The launch of 1664 Blanc is a prime example of CMBC’s innovative approach to product launches. Coinciding with the 360th anniversary of the 1664 Brand, the launch was supported by a comprehensive marketing campaign that positioned the beer as a lifestyle brand. Strategic partnerships with London Fashion Week and Selfridges elevated the brand’s prestige, while innovative in-store experiences and limited-edition merchandise engaged consumers and enhanced the brand experience.
CMBC’s digital-first strategy led to over 90 million social media impressions, significantly increasing brand awareness within a short period. The creation of distinctive point of sale (PoS) materials and ongoing promotional activities, such as the takeover at Waitrose King’s Cross Wine Bar, have reinforced 1664 Blanc’s lifestyle image and contributed to its market success. Brand awareness jumped to 22% in six months, showcasing CMBC’s effective marketing in establishing 1664 Blanc as a premium lifestyle beer.
Paul Thomas Davies, CEO, said: “At CMBC, we’re committed to working with our customers, suppliers and wider stakeholders to brew fantastic products and to make a tangible difference to society. We’re thrilled with this industry recognition from Just Drinks across several important categories – environmental, safety, diversity and product launches.”
“In the past year, we have reached a number of major milestones – from a 10% reduction on absolute carbon emissions across our brewery network to a 75% reduction in accidents compared to the previous year – so it’s amazing to have another opportunity to celebrate these achievements. I’m particularly proud that we also met our target of 30% women in senior leadership roles a year early and were recognised for this in the diversity category.
Our people and our products are at the heart of our business and this was evident in our award-winning launch of 1664 Blanc. We’re thrilled to see the brand recognised by the judges for its innovative and stylish launch campaign that captured imaginations and has established 1664 Blanc as the super-premium brand to watch.”, added Paul.
“I’d like to thank all the teams involved in these projects and the members of the wider CMBC team for making CMBC a fantastic place to work and for their constant commitment to Brewing for a Better Today and Tomorrow.” – Paul Thomas Davies, CEO, Carlsberg Marston’s Brewing Company (CMBC)
Company Profile
Carlsberg Marston’s Brewing Company (CMBC) is one of the UK’s largest brewers and a leading UK brewer of cask ale. With a brewery and logistics network covering the whole of the UK, it is a home of brewing expertise, defined by its combined 300 years of heritage in beer and strong values.
The company’s portfolio spans World Beer brands, premium lager and beloved ales, including iconic names Carlsberg Danish Pilsner and 1664 alongside cask favourites like Hobgoblin and Wainwright and rising stars 1664 Blanc, Poretti and Brooklyn Craft beers.
With an enviable selection of low- and no-alcohol options such as Carlsberg 0.0, Brooklyn Special Effects and Erdinger Alkoholfrei, it champions exceptional brews that are exciting drinkers everywhere, whatever their taste.
But its mission goes beyond beer. CMBC has a passion for making a difference – delivering outstanding service to its customers, investing in its people, innovating to reduce its sector’s impact on the planet and creating positive benefits for the communities it operates in.
Discover more at: https://www.carlsbergmarstons.co.uk
Contact Details
E-mail: news@carlsbergmarstons.co.uk
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