Jørgen Buhl Rasmussen graduated from CBS with a bachelor’s degree in Economics and Business Administrations in 1977 followed by a MBA study in 1979. He is highly energetic and has a strong background in marketing from positions as marketing manager in Master Foods and Duracell before taking on positions as General Manager in Duracell and later as Area Director responsible for Duracell’s northern European activities.
Jørgen Buhl Rasmussen went on to join Gilette Group, first as president of Duracell Northern Europe from 1997 to 1999 and later as president of Gilette Group AMEE (Africa, Middle East, Eastern Europe).
In 2007 he was pronounced chief executive officer at Carlsberg, where he became a part of the £7,8bn takeover of Scottish & Newcastle. This takeover gave Carlsberg complete ownership of Russia’s largest beer brand, Baltika, and provided a big learning curve and invaluable experience for Rasmussen.
Rasmussen is perpetually striving to improve his consumer understanding and is determined to achieve the best result for his company, saying: “Although international recognition is good, it is not enough. We are investing significantly in the Carlsberg brand, widening our distribution channels and making every effort to get closer to our customers and consumers.”
In 2011 a huge strategic change took place in Carlsberg in order to perform a global repositioning. The original slogan “Probably the best beer in the world”, that had been in place since the 1980s was replaced by the new slogan “That calls for a Carlsberg”. This new slogan was rolled out across 140 markets with a hope of boosting the sales in Asia.
