- Danish brewer Carlsberg announced today that it has entered into an agreement to buy 51% of the Zatecky Pivovar brewery in the Czech Republic.
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.
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.