Carlsberg Marston’s Brewing Company (CMBC) has publicized an agreement with Heineken UK, according to which Carlsberg Group will take over the UK rights for the French beer brand Kronenbourg. The license transfer is set to take effect on the 1st of June.
As a result of the deal, Carlsberg Group will gain exclusive rights to produce and distribute the popular premium lager in the UK through CMBC.
Carlsberg Group has ownership of the Kronenbourg 1664 brand worldwide. As per the deal, Heineken UK will continue to brew and package Kronenbourg 1664 on a contractual basis until 2024 when the responsibility will shift to CMBC.
Furthermore, a three-year business agreement has been settled to ensure that Heineken UK’s Star Pubs & Bars will continue to offer and serve the Kronenbourg brand.
Since Carlsberg and Heineken’s acquisition of Scottish & Newcastle, Heineken UK has been in possession of the license for the lager since 2008.
Heineken UK has successfully established Kronenbourg 1664 as one of the most recognizable beers in the UK, with a significant presence in both on- and off-trade markets. Widely available in retail channels, this premium lager has gained a strong reputation, owing in part to its renowned ad campaigns featuring Eric Cantona over the past few years.
“Supporting brands and innovating in the premium category is a key pillar of our strategy, and adding Kronenbourg 1664 to our enviable portfolio is an incredible opportunity to achieve this,” said CMBC Chief Executive Paul Davies.
“Kronenbourg 1664 is an excellent beer with a distinctive provenance, that is growing in both volume and value with strong brand awareness amongst consumers. We look forward to sharing our exciting plans to relaunch the brand with our partners in the on- andoff-trade and cementing Kronenbourg 1664 as a leader in the category.”