Appendix 2: Transcript of focus group interview

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66 J: If you go and buy some food from 7/11, it shows that you are on-the-go and a busy person. On the other hand, if you buy from Mcdonalds you seem lazy and unenergized. Therefore I think that what you buy really reflect who you are as a person.

E: Come on, that is not true. Everyone can be hungover and eat whatever. I do not think that is the cause. Even though, of course you have some snobby and arrogant brands, and you have some cheap places to go buy groceries.

M: So is it your own reason you want to eat more organic and ecological, or is it merely societies trends influencing you?

W: I always eat meat, I eat ecological though. To be honest, all the good looking girls are shopping in Irma. Just kidding, but I do really think that if you eat cheap, non ecological food, it tells who you are as a person.

K: Nah, for me it is just about the budget. Sometimes I eat healthy, sometimes I do not. Same with organic and ecological food too.

J: I really wish we knew more about what is truly organic and ecological. I feel like it became a buzz word corporations are using to make more money.

K: In my opinion, the large corporations does not even care about the environment. All they care about is shareholders profit. Therefore, the only interest they have in sustainability, is that they act like they do on the surface, but in reality they are not gonna do any CSR initiatives unless there is a profit argument for doing it.

M: Okay, so you think corporations are lying about their food and beverages being ecological and organic?

K: Not lying, but I do not think any large corporations really care about the environment. If they did, they would not mass produce their products.

M: Okay. Do you think there are certain types of stereotypes and social groups associated with what you drink and eat. For example, let’s say drinking beer?

E: It could be literally anyone. That everyone is drinking beer.

W: I would say that if you buy from Carlsberg, you are not really a cultural person. Instead, you are a bit more mainstream. I would be bored if I were on a date, and my partner would choose a basic Carlsberg to finish her meal.

E: There are just these companies, who does not care about the environment. I know that beer production requires a lot of water, and Carlsberg is doing nothing to prevent their negative carbon emission footprint. I really think they should up their game, both in terms of respect of the nature, but also to not destroy their brand to our generation who is much more focused on the nature.

K: In my opinion, the large corporations does not even care about the environment. All they care about is shareholders profit. Therefore, the only interest they have in sustainability, is that they act like they do on the surface, but in reality they are not gonna do any CSR initiatives unless there is a profit argument for doing it.

67 M: Who is setting the food trends?

E: I think influencers are heavily doing that. They truly sets what is trendy and not trendy in

Denmark. For example, there was this huge case against the health company Nupo, that claimed their products had an weight loss effects. Personal trainer influencers argued heavily against that, and suddenly the company was in huge problems.

M: What do you think of Carlsberg as a brand?

W: I really think the company has a bad brand. It is so obvious they only care about shareholder’s profit. I really prefer smaller brands like Mikkeller that are truly local and organically brewed.

J: I really wish Carlsberg would try something more local. I think young people in the future will only buy from brands they can identify with. And people can only identity with brands that are actually trying to save the planet.

M: Okay, interesting. How are you guys getting to know about organic, vegan or healthy products. Do you go to the supermarket and just finds these products, or you see them online first?

E: I really just think that all healthy and organic stuff right now is super trendy. For example, organic produced Mikkeller beers. You really think they are healthy, even though they are beers.

W: Seriously, I saw this light beer from United States, but you could still get drunk from it. Would be perfect if you want to stay fit, whilst still remaining social life, which is huge in Denmark.

E: Yeah, the “Hygge” mentality in Denmark so often requires drinking, and Danish people still loves to work out. I really think it’s crazy no one is selling that in Denmark.

M: What would you think if for example Carlsberg introduced a beer with less calories you could still get drunk from, and with a bigger focus on sustainable beer production process?

K: I mean, you basically just pitched the dream beer. I know for sure that would resonate crazy well with us consumers. At least me. I wanna buy it. Let me know when you produce it, haha.

M: Allright, I will. What is the most important thing for you guys when you are thinking about your beverage consumption? Can you name a few adjectives that really pinpoints your habits?

E: Needs to be fresh and taste well. I would never drink a Chinese or a Spanish beer, you would think it got shipped too far to come here.

K: Yeah, I mean local, ecological and organic, like apple juice or beer from a local farm. That is so dope drinking something a tiny, local garden produced. Makes it taste better too. And you can taste it was made with love!

E: I really wish Carlsberg would try something more local. I think young people in the future will only buy from brands they can identity with. And people can only identity with brands that are actually trying to save the planet.

J: In my opinion I think even the small gardens and villages are massproducing stuff imported other places too. I just really lost my believe in the organic and sustainable buzz words.

68 W: I just go for some good prices. I can seriously drink a Harboe beer, as it only costs a few kroner.

The taste is pretty bad, but I can get drunk for half the price.

K: I mean, you say it pretty well William. Organic and good beers like Mikeller are much more expensive than cheap German beer. Even though it probably would be better for the environment if we drank Mikkeller right?

M: I am not sure of Mikkellers carbon emission footprint, but I will look it up. What type of characteristics describes a person that drinks Carlsberg beer?

E: A basic, normal mainstream person. There is nothing wrong with Carlsberg. I think 95 % of the population drinks it. But, it is just not fancy, special or exciting. It would never be something they serve somewhere fancy I would imagine. And I am not too crazy fan of the taste.

W: Hm, I would say pretty much everyone. Especially people in the low to middle class, that are just a little focused on the price. If you are a rich person, I think you will go for special beers or something else.

M: I see. Have your view on the beverages, in particular the beer industry changed recent years?

E: Yes, definitely. Young consumers are crazy into organic, sustainable beers. And I mean, look at Mikkeller. They became so huge, because they are local with great taste. That is really the way to go for Carlsberg, to try somehow to act local even though they aren’t. Or buy up Mikkeller! Haha.

K: Yeah, I mean personally I just became so much more aware of what is happening around the world, and the climate change situation. Therefore, I really do wish to try to do something good for the environment by not choosing brands that screws up the nature.

M: Do you think Carlsberg does a lot to improve their carbon emission footprint?

K: Carlsberg is for me a big comglomerate. I am not fully sure how big they are, but I just know that millennials don’t like those big, greedy brands anymore. I like drinking a Tuborg though, but Carlsberg for sure needs to up their game.

W: I mean, honestly I do really think they do whatever they can to reduce their carbon emission footprint. I am not entirely sure how they could do it better, and I know they are trying to be carbon emission footprint neutral by the end of 2050 – that is an ambitious goal.

E: Yeah, but do you think it’s some buzz word stuff or are they really trying to?

J: Wow, you really don’t believe in brands do you?

E: To be honest, not really. I have had some bad experiences in my past.

69 M: How can Carlsberg rebuild their brand into making younger consumers resonate and identify with them?

E: They would need to focus more on sustainability. And really deliver products, that are more healthy and also more sustainable bottling. And seem like a local brand with better taste.

J: Yeah, if they could somehow make some very local brands like Mikkeller does it would be very good.

M: How do you think Carlsberg can truly resonate with younger consumers then?

E: Wow, I just do not think the young people are gonna like it as much. I mean, people are really digging local brands.

K: How about if Carlsberg financed smaller breweries that were otherwise gonna have to shut down, so they save work places? That would bring goodwill too.

M: A good idea Katrine, really. I will note that!

M: Which products would you then recommend Carlsberg to introduce?

J: As mentioned earlier, a light beer in terms of calories with a large amount of alcohol would be good. Then I can maintain my sixpack, while also remaining my social life. Win win!

M: Thank you so much for participating today everyone. I am truly happy you took your time to meet up with me and discuss the answers I came up with. Great answers too.