The shift follows Carlsberg’s 2025 acquisition of Britvic, which gave the Copenhagen-based company rights to produce and sell PepsiCo brands including Pepsi, 7UP and Mountain Dew in Great Britain through 2040. Carlsberg already has Pepsi deals in place in Sweden and Norway, and the new deal will strengthen its position as a key Pepsi bottler, with rights in 14 countries across Europe and Asia.
(April 21): Carlsberg A/S is preparing a major shift in its soft drinks strategy, replacing Coke with Pepsi across much of Northern Europe in a move set to reshape the region’s beverage market.
The Danish brewer said it will become PepsiCo Inc’s bottler in Denmark, Finland and the Baltic states from Jan 1, 2029, while also taking over production, sales and distribution. Carlsberg’s current bottling agreements with Coca-Cola Co in Denmark and Finland will now expire by the end of 2028.
