TABLE OF CONTENTS
EXECUTIVE SUMMARY 2
MARKET OVERVIEW 7
Market definition 7
Market analysis 7
MARKET DATA 8
Market value 8
Market volume 9
MARKET SEGMENTATION 10
Category segmentation 10
Geography segmentation 11
Market share 12
Market distribution 13
MARKET OUTLOOK 14
Market value forecast 14
Market volume forecast 15
FIVE FORCES ANALYSIS 16
Summary 16
Buyer power 17
Supplier power 18
New entrants 19
Threat of substitutes 20
Degree of rivalry 21
LEADING COMPANIES 22
Carlsberg A/S 22
Diageo plc 25
Pernod Ricard SA 29
Royal Unibrew 32
MACROECONOMIC INDICATORS 35
Country Data 35
APPENDIX 37
Methodology 37
Industry associations 38
Related MarketLine research 38

LIST OF TABLES
Table 1: Denmark alcoholic drinks market value: $ million, 2007–11 8
Table 2: Denmark alcoholic drinks market volume: million liters, 2007–11 9
Table 3: Denmark alcoholic drinks market category segmentation : $million, by value, 2011 10
Table 4: Denmark alcoholic drinks market geography segmentation : $million, by value, 2011 11
Table 5: Denmark alcoholic drinks market share: % share, by volume, 2011 12
Table 6: Denmark alcoholic drinks market distribution: % share, by volume, 2011 13
Table 7: Denmark alcoholic drinks market value forecast: $ million, 2011–16 14
Table 8: Denmark alcoholic drinks market volume forecast: million liters, 2011–16 15
Table 9: Carlsberg A/S: key facts 22
Table 10: Carlsberg A/S: key financials ($) 22
Table 11: Carlsberg A/S: key financials (DKK) 23
Table 12: Carlsberg A/S: key financial ratios 23
Table 13: Diageo plc: key facts 25
Table 14: Diageo plc: key financials ($) 26
Table 15: Diageo plc: key financials (£) 26
Table 16: Diageo plc: key financial ratios 26
Table 17: Pernod Ricard SA: key facts 29
Table 18: Pernod Ricard SA: key financials ($) 29
Table 19: Pernod Ricard SA: key financials (€) 30
Table 20: Pernod Ricard SA: key financial ratios 30
Table 21: Royal Unibrew: key facts 32
Table 22: Royal Unibrew: key financials ($) 32
Table 23: Royal Unibrew: key financials (DKK) 33
Table 24: Royal Unibrew: key financial ratios 33
Table 25: Denmark size of population (million), 2007–11 35
Table 26: Denmark GDP (constant 2000 prices, $ billion), 2007–11 35
Table 27: Denmark GDP (current prices, $ billion), 2007–11 35
Table 28: Denmark inflation, 2007–11 35
Table 29: Denmark consumer price index (absolute), 2007–11 36
Table 30: Denmark exchange rate, 2007–11 36

LIST OF FIGURES
Figure 1: Denmark alcoholic drinks market value: $ million, 2007–11 8
Figure 2: Denmark alcoholic drinks market volume: million liters, 2007–11 9
Figure 3: Denmark alcoholic drinks market category segmentation : % share, by value, 2011 10
Figure 4: Denmark alcoholic drinks market geography segmentation : % share, by value, 2011 11
Figure 5: Denmark alcoholic drinks market share: % share, by volume, 2011 12
Figure 6: Denmark alcoholic drinks market distribution: % share, by volume, 2011 13
Figure 7: Denmark alcoholic drinks market value forecast: $ million, 2011–16 14
Figure 8: Denmark alcoholic drinks market volume forecast: million liters, 2011–16 15
Figure 9: Forces driving competition in the alcoholic drinks market in Denmark, 2011 16
Figure 10: Drivers of buyer power in the alcoholic drinks market in Denmark, 2011 17
Figure 11: Drivers of supplier power in the alcoholic drinks market in Denmark, 2011 18
Figure 12: Factors influencing the likelihood of new entrants in the alcoholic drinks market in Denmark, 2011 19
Figure 13: Factors influencing the threat of substitutes in the alcoholic drinks market in Denmark, 2011 20
Figure 14: Drivers of degree of rivalry in the alcoholic drinks market in Denmark, 2011 21
Figure 15: Carlsberg A/S: revenues & profitability 23
Figure 16: Carlsberg A/S: assets & liabilities 24
Figure 17: Diageo plc: revenues & profitability 27
Figure 18: Diageo plc: assets & liabilities 27
Figure 19: Pernod Ricard SA: revenues & profitability 30
Figure 20: Pernod Ricard SA: assets & liabilities 31
Figure 21: Royal Unibrew: revenues & profitability 33
Figure 22: Royal Unibrew: assets & liabilities 34