Carlsberg bags San Miguel deal

02 October, 2008

Carlsberg UK is to take over production, sales, marketing and distribution for San Miguel lager in the UK.

The deal sees the first major brand exit from the combined Scottish & Newcastle and Heineken portfolio in the UK since the two companies came together earlier this year.

Mahou-San Miguel Group, which licenses San Miguel to S&N, said in a statement: “We are confident that the team at Carlsberg are well placed to unlock San Miguel's potential within the UK off-trade over the coming years, maintaining the brand's momentum.”

It added that Carlsberg had set aside a “significant budget” to support the brand, including “a heavyweight marketing programme that will be unveiled to customers over the coming months”.

Carlsberg has already added the Russian beer Baltika, Mythos from Greece and Belgium’s Grimbergen to its portfolio this year.

Carlsberg UK will be capturing orders from Oct 27, and making deliveries from Nov 1.

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