Carlsberg expands PepsiCo bottling partnership to Georgia, Armenia
The acquisitions of two existing PepsiCo bottlers will strengthen Carlsberg’s South Caucasus operations and expand its multi-beverage portfolio across the region.
GEORGIA – Carlsberg Group is expanding its strategic partnership with PepsiCo through agreements to become the soft drinks company’s bottling partner in Georgia and Armenia.
Under the agreements, Carlsberg will produce, sell and distribute PepsiCo’s soft drinks portfolio across the two markets, expanding the availability of PepsiCo brands for consumers and customers in the region.
The group has agreed to acquire Iberia Refreshments in Georgia and JI Pepsi Cola Bottler Armenia from Revery, the current owner of both businesses. The two companies are the existing PepsiCo bottlers in their respective markets.
Carlsberg said the acquisitions represent an important next step in the development of both businesses and will create opportunities for continued growth. The agreement for JI Pepsi Cola Bottler Armenia remains subject to regulatory approval from the Government of Armenia.
Following completion of the transactions, Georgia and Armenia will become Carlsberg Group operating markets. The additions will also create a South Caucasus cluster alongside Azerbaijan, where Carlsberg has an established PepsiCo bottling business.
Nikos Kalaitzidakis, Executive Vice President, Central and Eastern Europe & India at Carlsberg Group, said the company was looking forward to extending its partnership with PepsiCo into the two markets.
“We’re excited about the expansion of our long-standing partnership with PepsiCo to Georgia and Armenia,” Kalaitzidakis said.
“About two months ago, we announced the extension of our partnership with PepsiCo to Azerbaijan, and now we’re looking forward to accelerating the PepsiCo business and exploring additional opportunities in Georgia and Armenia,” he added.
Kalaitzidakis said the expanded business would provide a platform for developing a broader beverage offering across the region.
“The expanded business will provide a strong platform to further develop a full multi-beverage portfolio across the region,” he said.
Natalia Filippociants, SVP and GM, Internal Beverages Europe at PepsiCo, said Carlsberg had been an important bottling partner for the company for many years.
“The Carlsberg Group has been an important strategic bottling partner for PepsiCo over many years, and these agreements give us a stronger route to market in Georgia and Armenia,” Filippociants said.
She added that the collaboration would combine PepsiCo’s portfolio with Carlsberg’s capabilities to support the next phase of growth.
“As we continue to grow our beverages business in Europe, this expanded collaboration supports our consumer-centric growth agenda and helps create long-term value for consumers, customers and our business,” she said.
Once the latest agreements become effective, Carlsberg will have PepsiCo bottling agreements in 17 markets. These include the UK, Ireland, Norway, Sweden, Switzerland, Kazakhstan, Kyrgyzstan, Laos and Cambodia, alongside Denmark, Finland, Estonia, Latvia and Lithuania from 2029, Azerbaijan from 2027, and Georgia and Armenia following completion of the acquisitions.
The expansion forms part of Carlsberg’s broader move to increase its exposure to soft drinks through PepsiCo bottling agreements and other partnerships.
Sign up HERE to receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates.
