Carlsberg Group and PepsiCo have announced an expansion of their strategic partnership, where Carlsberg will become the bottler for PepsiCo’s non-alcoholic beverages in Kazakhstan and Kyrgyzstan starting January 1, 2026. The agreement will see Carlsberg take over the production, sale, and distribution of PepsiCo products in these markets.
As part of the agreement, Carlsberg plans to invest over €100mn to build a new soft drink production facility in Kazakhstan. This investment will more than double the company’s existing business in the country. The new facility is expected to generate a double-digit return on invested capital (ROIC) in the first year, with overall Group ROIC projected to increase by year three. Carlsberg currently holds the leading position in the beer market in Kazakhstan, with a 38% market share in 2023.
Jacob Aarup-Andersen, CEO of Carlsberg Group, highlighted the significance of this agreement in expanding the company’s operations in Kazakhstan and Kyrgyzstan. Silviu Popovici, CEO of PepsiCo Europe, emphasized the enhanced sales and distribution capabilities this collaboration brings to PepsiCo’s brands in these regions.
This new arrangement builds on the existing bottling agreements between Carlsberg and PepsiCo in five other markets, including Norway, Sweden, Switzerland, Cambodia, and Laos. Additionally, Carlsberg is set to acquire Britvic plc, allowing it to produce and distribute PepsiCo’s soft drinks in the UK and Ireland, subject to regulatory approval.
