Carlsberg has secured full control of the Kronenbourg 1664 brand, 15 years after the ownership of the lager was carved up with Heineken.
The Denmark-headquartered brewer’s UK division confirmed the purchase today of the production and distribution rights for Kronenbourg from its Dutch peer. Carlsberg Marston’s Brewing Co will take over the responsibilities next year from Heineken UK, with a contract agreement in place until then.
Financial details were not disclosed.
Kronenbourg 1664 was owned by Scottish & Newcastle until Carlsberg and Heineken jointly acquired the group in 2008. Since then, the brand has sat in Carlsberg’s portfolio in all markets except the UK.
“We’ve been a strong custodian of Kronenbourg in the UK …, maintaining product quality and investing in its marketing and distribution as part of our portfolio,” said Heineken UK MD Boudewijn Haarsma. “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.”
The lager will retain a listing in the Heineken-owned Star Pubs & Bars chain for the next three years as part of the deal.
Last month, Carlsberg prepared for a change of leadership, announcing Jacob Aarup-Andersen as its next CEO when incumbent Cees ‘t Hart retires in the coming weeks.
