1. Carlsberg's most important markets were in Western Europe, where it held a strong market share of 61%, and it also had a strong position in Eastern Europe and emerging Asian markets like China and Russia. 2. By 2007, the top five breweries controlled the industry, and beer consumption was falling in mature European and American markets but rising in Eastern Europe and Asia. 3. Carlsberg financed investments in emerging markets through revenues from Western Europe, and its CEO believed competition made the company stronger.