Germany: Carlsberg is hoping to boost sales of its own brands in Germany through its acquisition of Holsten, according to press reports. Financial Times Deutschland reported on Apirl 15 that the Danish brewer expects its own brand to account for between 3% and 4% of Holsten’s sales in Germany within the next five years. The newspaper said that Carlsberg intends to use Holsten’s distribution network in the country to achieve this.
The terms of the acquisition, earlier this year, will see Holsten’s Konig and Licher brands being sold to Bitburger Brauerei, with the Carlsberg brand replacing Konig in Holsten’s portfolio. The takeover is expected to be completed by early September, the newspaper reported.
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