Carlsberg has revealed that it is looking to increase its market share in the UK.

The announcement comes as the world fourth largest brewer opened a new bottling line in Northampton.

Carlsberg invested £20 million in the new line, which will produce at peek times, 60,000 bottles per hour.

A move to increase market dominance comes at a time when alcohol consumption fell to its lowest in 2012 since 1988, with sales being hurt by poor weather and increase tax on beer duty, leading to an overall fall of 5 percent in beer and cider market sales.

The drinks company is looking to capitalise on customer trends including a turn towards drinks with lower alcohol content.

Overall through increased production and greater efficiency in raw material sourcing, Carlsberg is looking to increase its operating margin by 0.5 percent every year, for the next five years.

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