Carlsberg is a global force in the brewing industry. Building on a long and storied tradition—the company was founded in Copenhagen in 1847—it has recently been expanding steadily in emerging markets such as China and Russia.

Success closer to home requires winning in increasingly competitive, uncertain, and even hostile environments. Beer consumption has been shrinking in some markets, thanks to aging populations, antismoking laws, and a growing health consciousness. At the same time, fizzy drinks and wine have become fashionable alternatives to beer among younger drinkers. Successfully addressing these market shifts is vital for Carlsberg because Western Europe accounts for 50 percent of its operating profits, Eastern Europe and Asia for most of the rest.

Part of Carlsberg’s response has been to restructure operations in Western Europe, an approach that has led to greater operational efficiency and the closure or imminent closure of several breweries (including the famous Valby site, where Carlsberg first started brewing). But a sustained commitment to new marketing efforts will be just as critical to the company’s long-term health.

Few insiders understand that challenge better than 43-year-old Alex Myers, Carlsberg’s senior vice president, Western Europe, and formerly senior VP for group sales and marketing. The appointment...