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Carlsberg Group is expanding its strategic partnership with PepsiCo, taking on bottling responsibilities across additional Nordic and Baltic markets from 2029.
Under a new agreement, Carlsberg will become the PepsiCo bottler in Denmark, Finland, Latvia, Estonia and Lithuania from 1 January 2029, taking over production, sale and distribution of the PepsiCo portfolio in those markets.
The move builds on an existing relationship in which Carlsberg has been the PepsiCo bottler in Sweden and Norway for more than 25 years.
Full Nordic coverage and expanded Baltic presence
With the addition of five new markets, the partnership will cover all Nordic markets as well as the Baltic states.
Following the agreement, Carlsberg will have bottling appointments with PepsiCo in 14 markets across Europe, Central Asia and South-East Asia, namely the UK, Ireland, Denmark, Norway, Sweden, Finland, Estonia, Latvia, Lithuania, Switzerland, Kazakhstan, Kyrgyzstan, Cambodia and Laos.
Portfolio strategy and growth opportunities
Carlsberg said the expanded partnership creates new opportunities linked to combining beverage portfolios.
“We’re very pleased that we’ll become the sole PepsiCo bottler in the Nordics and the Baltics. This is an exciting move, solidifying our longstanding strategic partnership with PepsiCo. The growth prospects and value creation opportunities from a business model which combines the Carlsberg and PepsiCo beverage portfolios are truly significant.”
“Carlsberg and PepsiCo have built a strong partnership across multiple markets in Europe and Asia over many years. We’ll now be able to further leverage PepsiCo’s iconic beverage portfolio across markets and, naturally, explore how to further expand our partnership.”
Jacob Aarup-Andersen, CEO of Carlsberg Group
Transition aligned with existing agreements
The new arrangement follows Carlsberg’s current bottling agreements with The Coca-Cola Company in Denmark and Finland, which will run until 31 December 2028.
PepsiCo said the expanded agreement strengthens its long-term partnership with Carlsberg.
“We’re pleased to further strengthen our collaboration with Carlsberg by adding five markets in January 2029. The expanded Carlsberg partnership announced today will provide exciting new growth opportunities for both parties.”
Eugene Willemsen, CEO, PepsiCo International Beverages
This article was produced by the editorial team at Food & Beverage Outlook and published as part of the Outlook Publishing global network of B2B industry magazines.
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Food & Beverage Outlook provides ongoing coverage of organisations and developments shaping the global food and beverage sector.
