CMBC buys rights to Kronenbourg 1664

Carlsberg Marston’s Brewing Company will acquire the UK rights for French beer brand Kronenbourg.

Carlsberg Marston’s Brewing Company (CMBC) has announced a deal in which Carlsberg Group will acquire the UK rights for French beer brand Kronenbourg from HEINEKEN UK.

The deal, which will be effective from 1 June 2023, will see Carlsberg Group acquire all rights to produce and distribute the premium lager in the UK via CMBC.

Under the agreement, HEINEKEN UK will continue to brew and pack Kronenbourg 1664 under contract, before moving to CMBC in 2024. A three-year commercial arrangement has also been agreed to continue to list and provide the brand to HEINEKEN UK’s pub estate, Star Pubs & Bars.

HEINEKEN UK has held the licence for the lager since 2008, following the acquisition of Scottish & Newcastle by Carlsberg and HEINEKEN.

"Supporting brands and innovating in the premium category is a key pillar of our strategy and adding Kronenbourg 1664 to our enviable portfolio is an incredible opportunity to achieve this," says Paul Davies, CEO of CMBC. "Kronenbourg 1664 is an excellent beer with a distinctive provenance, that is growing in both volume and value with strong brand awareness amongst consumers. We look forward to sharing our exciting plans to relaunch the brand with our partners in the on- and off-trade and cementing Kronenbourg 1664 as a leader in the category."

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