Carlsberg Brewery Malaysia (Carlsberg) has announced a significant milestone in its business operations in Malaysia and Singapore.
It has entered a Licence and Distributorship Agreement with Japanese-based Sapporo Breweries Limited (Sapporo), a renowned Japanese company with more than 140 years history of beer brewing.
With this strategic partnership, Carlsberg is set to continue driving growh of its premium portfolio while Sapporo Group can expand sales in both Malaysia and Singapore, in line with its growth plan for the Asia Pacific region.
In Malaysia, Carlsberg proudly secures the license to brew and manufacture the iconic ‘Sapporo Premium Beer’, the pioneer beer in Japan renowned for its crispness, refreshing taste, and smooth finish. With effect from 1 January 2024, Carlsberg will produce, sell, market, and distribute the beer across all channels in the country, including duty-free zones. This agreement is a 5-year contract with an automatic renewal of 3 years, unless either party provides written notice of non-renewal.
Meanwhile, in Singapore, Carlsberg Singapore Pte. Ltd. and its subsidiary, Maybev Pte. Ltd., have distributorships for 2 iconic brands i.e. Sapporo Premium Beer and Yebisu Beer for the same 5 year period.
Stefano Clini, Managing Director of Carlsberg Malaysia shared, “Having the license and distribution rights for Sapporo Premium Beer in Malaysia and Singapore is a testament to our brewing excellence standards and commitments towards product innovation. We are confident that Sapporo Premium Beer will complement our premium beers offering. We are also excited to invite Japanese beer enthusiasts to taste the locally-brewed fresh Sapporo Premium Beer in the coming months.”
