Sector News

Carlsberg acquires minority stake in Brasserie du Pays Flamand

July 7, 2024
Consumer Packaged Goods

Carlsberg, via its French subsidiary Brasseries Kronenbourg, has purchased a minority stake in Brasserie du Pays Flamand, a local brewery based in France.

The move is aimed at bolstering the presence of its Anosteké brand across the country.

The strategic partnership focuses on exclusive distribution agreements for supermarkets and on-trade establishments nationwide. It also includes plans to triple production capacity at Brasserie du Pays Flamand’s Merville site to 200,000 hectoliters over the next five years, supported by a €25 million investment. In addition, the acquisition is expected to generate several dozen jobs.

Through this partnership, Brasserie du Pays Flamand and Carlsberg aim to accelerate the rollout of the Anosteké brand across France and, to a lesser extent, the Bracine brand.

Olivier Duthoit, co-founder of Brasserie du Pays Flamand, said: “Since the brewery was founded, we’ve never stopped innovating to produce beers of excellence, while at the same time investing to cope with the sustained growth we’ve experienced year on year. Today, we need to go one step further and invest massively in our production facilities to meet the demands of our customers throughout France. We also want to maintain our quality standards and continue to develop tasty recipes.”

Brasserie du Pays Flamand and Brasseries Kronenbourg will collaborate to develop and promote the Anosteké brand. They will enhance ongoing decarbonisation efforts in northern France, focusing on packaging, energy efficiency, sourcing practices, logistics, water consumption and biodiversity conservation.

Mathieu Lesenne, co-founder of Brasserie du Pays Flamand, explained: “This strategic partnership will enable us to focus on stepping up the deployment of our environmental initiatives. In addition, we will be strengthening our action in favour of the local economy as we plan to recruit several dozen employees. For us, it’s also a question of ensuring the continuity of the company as we have imagined it from the outset.”

by Rafaela Sousa


comments closed

Related News

July 21, 2024

Danone taps R&D leader Carla Hilhorst to drive research and innovation strategy

Consumer Packaged Goods

Danone has appointed Carla Hilhorst to the newly created position of senior vice president of research and innovation categories and zones, as the company looks to make science the heart of its business. Hilhorst, who brings over 30 years of experience in research and innovation, will report directly to Isabelle Esser, Danone’s chief research, innovation, quality and food safety officer.

July 21, 2024

Pernod Ricard to sell international wines portfolio to Accolade Wines owner

Consumer Packaged Goods

The move, part of Pernod Ricard’s strategy to enhance its premiumisation efforts, will allow the company to focus more resources on its portfolio of premium international spirits and champagne brands that drive the growth of its business. This decision aligns with the company’s commitment to delivering sustainable value for shareholders, employees, clients and partners.

July 21, 2024

Aryzta appoints former employee Michael Schai as new CEO

Consumer Packaged Goods

Schai – who is the current CEO of Swiss chocolate company Lindt & Sprüngli’s Australian operation – has previously worked with Aryzta from 2015-2018, where he served in roles including managing director for Asia Pacific and global strategic business lead (McDonald’s). The fast-food giant McDonald’s is one of Aryzta’s significant clients.

How can we help you?

We're easy to reach