Interview: Carlsberg’s Rommel Fuentebella on how to foster a 'premium' mindset

In a cluttered marketing space, premiumisation plays a significant role in helping brands stand out. According to new data from Qualtrics XM Institude, the majority of consumers (72%) say they would pay more for a premium experience when doing business with a company.

Consequently, brands with a vast audience base such as Carlsberg, have a huge opportunity to differentiate themselves by creating tailored premium experiences that appeal to their target audiences.

In a conversation with MARKETING-INTERACTIVE, Rommel Fuentebella (pictured), senior director, premium brands and execution, Carlsberg Asia, said, Carlsberg’s focus on storytelling, community engagement, and strategic partnerships positions the brand as a leader in the premium segment. “This allows us to connect authentically with diverse consumers while maintaining our commitment to quality and innovation. Our holistic approach ensures that Carlsberg not only stands out in the marketplace but also becomes an integral part of consumers' lives,” he said. 

To effectively highlight the premiumisation of Carlsberg Group’s brews and portfolio of brands, Fuentebella said the brand has prioritised storytelling that highlights the unique attributes of its brands, including meticulous sourcing, innovative brewing processes, and the artistry involved in their creation. 

“This narrative approach enables Carlsberg Group to connect emotionally with consumers, focusing not just on the product but also on the experience behind it. By leveraging immersive experiential marketing campaigns, we bring these stories to life bringing to life the DNA of the brand and emphasising craftsmanship that define our offerings,” Fuentebella said. 

Internal changes to foster a 'premium' mindset 

With premium products representing 20% of its total volumes, Carlsberg has been improving its marketing efforts and execution capabilities to boost the growth of its premium portfolio and enhance its market presence, especially in Asia, which is a key driver of volume and value growth for the group.

At the heart of this premium mindset is a passion for excellence that encompasses two key elements: creating impactful marketing programmes that genuinely delight consumers and contribute to the brand's success, and empowering the team to grow as both marketers and leaders, according to Fuentebella.

By encouraging its teams to deliver exceptional customer experiences and invest in the development of premium products and partnerships, the brand aligns its organisational values with those of our premium brands, according to Fuentebella.

“This cultural shift not only enhances our product offerings but also empowers employees to take ownership of quality, driving our commitment to premiumisation throughout the entire organisation,” Fuentebella said. He added: 

Ultimately, this approach positions Carlsberg Group to capitalise on attractive opportunities within the premium category, ensuring our continued growth and success.

Authentic experience is key

Beyond premiumisation, authentic experiences are also at the heart of Carlsberg's strategy. Fuentebella said the brand is committed to delighting consumers with quality brews while reinforcing its identity and pride as brewers. "Our heritage and founder J.C. Jacobsen's philosophy continues to guide it, enriched by the spirit of his son and local brand founders."

Embracing its brand philosophy, Carlsberg Asia has adapted to the modern world and connected with consumers who value genuine experiences by tailoring its messaging to reflect local cultures and preferences. For example, the brand has enhanced its relatability through thorough market research and collaborations with local and international artists and influencers. He added:

We craft unique brand experiences through innovative marketing campaigns and interactive events, leveraging social media to share user-generated content and behind-the-scenes insights that amplify our reach and strengthen community ties.

Carlsberg Asia has also embraced community engagement. For example, its French beer brand 1664 partnered with urban fashion brand CLOT in March to adapt CLOT’s 'Silk Royale' pattern, reflecting 1664’s aesthetics. This collaboration showcased a blend of East and French influences through intricate designs and vibrant colours, merging French flair with Asia’s dynamic spirit.

“By sponsoring different local events and consumer activations, we position ourselves as a portfolio of brands that caters to different consumer’ occasions and aspirations, creating memorable experiences that build consumer engagement and loyalty,” Fuentebella said.

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