Brewers Carlsberg and Heineken have committed to increasing brand growth through marketing, despite promising to cut costs this year because of the economic downturn.

Both companies have haf increased revenues last year, Carlsberg, owner of Tuborg and shirt sponsor of Liverpool, registering an increase in net revenue to 59.9bn, while Dutch group Heineken say revenue increased by 27% to €14.3bn in 2008. 

Despite reporting uplifts in sales, both warn of the potential impact of the credit crunch and its impact on beer sales and both commit to cost-control and debt reduction.

But, Carlsberg says it ‘will continue to drive brand growth through focused innovation, marketing support and strong execution’.

While Heineken notes that it will ‘ensure the right level of marketing support for key local and international brands, leveraging the fall in media costs.’

Heineken extended its sponsorship of the European Rugby Cup in December and also recently appointed Bartle Bogle Hegarty to its £40m global advertising brief.

Carlsberg and Heineken completed a joint takeover of the British brewer Scottish & Newcastle last year.