Carlsberg Marston’s Brewing Company (CMBC) has announced that it has signed a deal for the Carlsberg Group to acquire the UK rights for Kronenbourg from Heineken UK. The agreement, effective from 1 June 2023, will transfer the licence of the French beer brand to Carlsberg Group, which will acquire all rights to produce and distribute Kronenbourg 1664 in the UK through CMBC.
Heineken UK will continue to brew and pack Kronenbourg 1664 under contract until 2024 when production will move to CMBC. Additionally, a three-year commercial arrangement has been agreed to continue providing the brand to Heineken UK’s Star Pubs & Bars.
Commenting on the agreement, Paul Davies, CEO of CMBC, said, “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.”
Boudewijn Haarsma, managing director of Heineken UK, said, “We’ve been a strong custodian of Kronenbourg in the UK over the last fourteen years, maintaining product quality and investing in its marketing and distribution as part of our portfolio. During this time, we have also been investing behind our premium brands, such as Birra Moretti, and taking ownership of super premium beers Beavertown and Brixton. We’ve also exciting plans in the UK for our Spanish lager Cruzcampo. With a great brand range to offer our customers, now is the right time for Kronenbourg 1664 to enter its next chapter and we’re pleased to have reached this agreement with Carlsberg.”
Andrew Khan, vice president, global premium and beyond beer at Carlsberg Group, added, “Today marks a special moment for one of our iconic brands, 1664, for the Carlsberg Group and for CMBC. The team at CMBC share our great passion for 1664, and this agreement is an incredible opportunity to energise the brand, drive innovation and deliver growth within CMBC’s beer portfolio. As part of the Carlsberg Group globally, 1664 is enjoyed by customers all around the world and has seen strong and consistent performance in Europe and Asia, where we have been seeing strong double-digit growths in a number of key markets. We have enormous confidence in CMBC’s ambitious vision for 1664 in the UK and are excited for consumers to enjoy exceptional experiences with the brand.”
CMBC and Heineken UK will work closely together to ensure a smooth transition for customers before CMBC takes over UK distribution at the start of June.