Three Scandinavian brewers are teaming up to do battle with Carlsberg, local press reported. In its online edition, Danish newspaper Berlingske Tidende said that Denmark’s Bryggerigruppen, Sweden’s Spendrups and Norway’s Hansa Borg are planning a strategic alliance to challenge Carlsberg’s leading position in the Scandinavian markets. The paper claims that the alliance will cover marketing cooperation and joint purchasing. Hansa Borg is 40%-owned by Bryggerigruppen and Spendrups.
Earlier this year, Danish press reported that Carlsberg was losing its cache in its home market, as customers opted for foreign brews and those made by Bryggerigruppen.
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