Tilray Brands and the Carlsberg Group Enter into an Exclusive Multi-Year U.S. Brewing and Commercial Partnership

Executive Summary

• Tilray Brands entered an exclusive multi‑year licensing agreement with the Carlsberg Group to produce, market, sell and distribute Carlsberg‑branded beers in the United States starting January 1 2027.
• The initial term is five years with an automatic renewal for another five years subject to performance criteria, providing immediate scale and revenue accretion for Tilray.
• The partnership leverages Tilray’s brewing facilities and commercial network to expand Carlsberg’s premium and mainstream beer presence in the U.S., enhancing product mix, margin contribution, and asset utilization.

Key Details

• Agreement Scope: Exclusive license to manufacture and distribute Carlsberg®, Carlsberg Elephant®, 1664®, and Kronenbourg 1664 Blanc® beers across all U.S. channels.
• Term: Initial five‑year term beginning January 1 2027; automatic renewal for an additional five years contingent on performance metrics.
• Revenue Impact: Expected immediate revenue accretion from volume growth, expanded shelf presence, and higher margin contribution once the contract commences.
• Operational Leverage: Tilby will use existing brewing, sourcing, packaging, and logistics infrastructure to achieve cost efficiencies and strengthen supply‑chain resilience.
• Strategic Fit: Adds globally recognized Carlsberg brand families to Tilray’s U.S. beverage portfolio, diversifying product mix and reinforcing category leadership in the premium European segment.
• Leadership Comments:
• Irwin D. Simon (Chairman & CEO) highlighted the partnership as a catalyst for long‑term growth and strategic alignment with best‑in‑class brands.
• Prinz Pinakatt (Chief Growth Officer) emphasized Tilray’s scale, brand equity, and commercialization capabilities as key to supporting Carlsberg’s growth objectives.

Notable Quotes

• “This partnership brings together two highly complementary organizations and underscores the strength of Tilray’s beverage platform… we are well positioned to expand Carlsberg’s presence in the premium European segment and drive long‑term growth in the U.S. beer market.” – Irwin D. Simon, Chairman & CEO, Tilray Brands
• “Our established capability to brew at scale, build brand equity, and commercialize effectively throughout the U.S. makes us an ideal partner to support Carlsberg’s growth objectives.” – Prinz Pinakatt, Chief Growth Officer, Tilray Beverages