The Carlsberg Group is set to produce and distribute Sapporo Premium Beer in the UK and Myanmar under a new long-term agreement.
Carlsberg said that this forms part of a wider agreement with Sapporo Breweries to establish a joint venture across Southeast Asia, Hong Kong and the UK.
Building on Carlsberg and Sapporo’s existing collaboration, under which Carlsberg has distributed Sapporo Premium Beer in Malaysia, Hong Kong and Singapore since 2024, the new agreement will expand the company’s distribution rights to Laos, Vietnam and Cambodia.
Carlsberg will hold a 75% stake in the joint venture and retain full operational control in the markets.
Meanwhile, Sapporo will hold a 25% stake in the venture and provide Carlsberg with a cash consideration of $643 million (USD). The funds will be used to repay debt and for general corporate purposes.
Commenting on the partnership, Carlsberg said that the new addition is highly complementary to its existing brand portfolio. Jacob Aarup-Andersen, Carlsberg Group CEO, said: “We’re excited to expand our successful collaboration with Sapporo.
The new joint venture and long-term strategic partnership add Sapporo’s premium Japanese brand to Carlsberg’s strong portfolio of local and international brands and route-to-market capabilities in Southeast Asia and Hong Kong, enabling us to accelerate our growth ambitions in these important markets.
“We look forward to working with our new partner as we expand our combined business together across the joint venture markets and beyond and begin an exciting cooperation in the UK.”
Meanwhile, Hiroshi Tokimatsu, Sapporo Breweries CEO, added: “We’re proud to further strengthen our long-standing and successful collaboration with the Carlsberg Group through this strategic partnership.
“By combining the strong brand equity we have built with Sapporo Premium Beer and the Carlsberg Group’s outstanding business platform across Asia and Europe, we aim to deliver even more premium and attractive experiences to customers around the world.”
