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Tilray Brands, the global cannabis-lifestyle and consumer packaged goods firm, has entered into an exclusive multi-year licensing agreement with Danish brewing giant Carlsberg. Starting on 1st January 2027, Tilray will produce, market, sell and distribute the Carlsberg portfolio across all channels in the USA.
The agreement, which has an initial five-year term with an automatic five-year renewal subject to performance criteria, includes the Carlsberg, Carlsberg Elephant, 1664 and Kronenbourg 1664 Blanc brands. Tilray said it would leverage its existing US brewing facilities and commercial teams to locally manufacture the products, a move expected to drive cost efficiencies and increase Carlsberg’s market share in the premium European segment.
Commenting on the partnership, Irwin D Simon, chairman and CEO of Tilray Brands, said: “By combining Carlsberg’s iconic global brands and proven brewing heritage with Tilray Beverages’ US operational scale, quality standards, and national commercial team, we are well positioned to expand Carlsberg’s presence in the premium European segment and drive long-term growth in the US beer market”.
The deal reinforces Tilray’s strategy of diversifying its beverage operations, following its 2023 acquisition of eight beer and energy drink brands from AB InBev for $85 million. Tilray is currently the fourth-largest craft beer brewer in the USA.
Source: Tilray Brands (via Globe NewsWire) / FoodBev
