Carlsberg Brewery Malaysia Berhad is pleased to announce a significant milestone in its business operations in Malaysia and Singapore.
The group has entered a Licence Agreement and Distributorship Agreement with Sapporo Breweries Limited (“Sapporo Group”), a renowned Japanese company listed in the Prime Market of the Tokyo Stock Exchange with over 140 years of beer brewing history globally.
Through this strategic partnership, the Group sets to continue driving growth of its premium portfolio in line with its SAIL’27 corporate strategy, while Sapporo Group can expand sales in both Malaysia and Singapore as aligned with its growth acceleration plan for Asia-Pacific.
In Malaysia, the Group proudly secures the license agreement to brew and manufacture the iconic ‘Sapporo Premium Beer’, the pioneer beer in Japan renowned for its crispness, refreshing taste, and smooth finish. Effective from 1st January 2024, the Group 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.
In Singapore, Carlsberg Singapore Pte. Ltd. and its subsidiary, Maybev Pte. Ltd., have distributorships for two iconic brands i.e. ‘Sapporo Premium Beer’ and ‘Yebisu Beer’. Similarly, this distributor agreement will also be effective for 5 years starting from 1st January 2024, with an automatic renewal for 1 year, unless either party provides written notice of non-renewal.
“Embarking on a mutually beneficial journey, our partnership with the Sapporo Group echoes the essence of our SAIL’27 strategy, unleashing premiumisation to new heights. 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,” stated Stefano Clini, Managing Director of Carlsberg Malaysia shared.
“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,” added Clini.
The Group is collaborating with key stakeholders for a smooth transition and seamless in-market executions in both Malaysia and Singapore. More information about the Sapporo Premium Beer product and promotions will be made available in the official website and social media platforms from January next year onwards.
Source – Carlsberg Malaysia