How do you build a global portfolio strategy that can unify 77 markets?

Building a 3-pillar portfolio strategy allowed the team to attack brand and category jobs with a global view. By defining the criteria for each pillar and the success metrics, they were able to trim the tail of low-impact solutions and provide 360° support behind the biggest bets.

Portfolio-first thinking has contributed to continued growth and expansion of Tuborg, with the model also providing the strategic framework for new innovation that can tackle beer barriers and unlock new moments whilst staying true to its high-energy, lager DNA.