Tilray Brands signs licensing agreement with Carlsberg to produce, distribute beer in US 

USA – Tilray Brands, Inc. has signed an exclusive licensing agreement with Carlsberg Group to produce, market, sell, and distribute several Carlsberg beer brands across all channels in the United States starting January 1, 2027.  

The agreement marks a strategic expansion of Tilray’s beverage operations and strengthens Carlsberg’s position in the US beer market. 

The licensing deal has an initial five-year term, with an automatic renewal option for an additional five years, subject to performance criteria.  

Under the agreement, Tilray will leverage its existing brewing infrastructure and national distribution network to locally produce and commercialize Carlsberg’s premium European beer portfolio. 

Tilray chairman and CEO Irwin Simon said the partnership reflects the company’s long-term beverage growth strategy. “This partnership brings together two highly complementary organisations and underscores the strength of Tilray’s beverage platform,” Simon said.  

“By combining Carlsberg’s iconic global brands and proven brewing heritage with Tilray Beverages’ US operational scale, quality standards, and national commercial team, we are well positioned to expand Carlsberg’s presence in the premium European segment and drive long-term growth in the US beer market.” 

Carlsberg emphasized the strategic importance of expanding its footprint in the United States through local production.  

In a statement, the company said, “While the US is a relatively small market for Carlsberg Group today, representing less than 0.1% of our global revenue, this partnership enables local production of select Carlsberg brands through Tilray’s existing US brewing operations and a platform for us to grow the business together over time.” 

Prinz Pinakatt, chief growth officer of Tilray Beverages, said the agreement aligns with the company’s expansion strategy.  

“Carlsberg’s portfolio aligns well with Tilray Beverages’ expanding platform. Our established capability to brew at scale, build brand equity, and commercialise effectively throughout the US makes us an ideal partner to support Carlsberg’s growth objectives.” Pinakatt said. 

Tilray has significantly expanded its presence in the US beer sector through acquisitions, including multiple craft beer brands purchased from Anheuser-Busch InBev and Molson Coors Beverage Company. These acquisitions have positioned Tilray as the fourth-largest brewer in the US, with brands such as Shock Top, Terrapin Beer, and SweetWater Brewery in its portfolio. 

The company’s beverage expansion complements its broader diversification strategy. In its latest earnings report, Tilray reported net revenue of US$217.5 million, representing 3% growth. Cannabis sales rose 3% to US$67.5 million, while beverage net revenue totaled US$50.1 million. 

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