Dive Brief:
- Danish brewer Carlsberg announced today that it has entered into an agreement to buy 51% of the Zatecky Pivovar brewery in the Czech Republic.
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Premium Czech beer represents a growing segment across key markets in Europe. Following the acquisition, Carlsberg will be able to provide Zatec, the brewery's main brand, in selected markets across the Carlsberg Group.
- Another key gain for Carlsberg is the gluten-free beer brand Celiain, a product that can be marketed to those who have celiac disease or who can't tolerate gluten.
Dive Insight:
Carlsberg's acquisition allows it to capitalize on two major trends. The first is the increasing popularity of bigger brewers picking up smaller brands, while the other is the expansion of gluten-free offerings in the beverage industry. This will hopefully bring success to the international brand as it becomes available to more consumers with different tastes and dietary restrictions.