Carlsberg Group and PepsiCo have announced an expansion of their strategic partnership, with Carlsberg set to become the bottler for PepsiCo’s non-alcoholic beverages in Kazakhstan and Kyrgyzstan starting January 1, 2026. Under this agreement, Carlsberg will manage the production, sales, and distribution of PepsiCo products in these two key Central Asian markets.
To support the new partnership, Carlsberg plans to invest over €100 million in the construction of a state-of-the-art soft drink production facility in Kazakhstan. This investment will significantly expand Carlsberg’s operations in the region, more than doubling its existing business in Kazakhstan. The new facility is projected to deliver a double-digit return on invested capital (ROIC) within its first year of operation, with Group ROIC expected to rise by year three. Currently, Carlsberg leads the beer market in Kazakhstan with a 38% market share as of 2023.
Jacob Aarup-Andersen, CEO of Carlsberg Group, emphasized the importance of this agreement in boosting the company’s presence in Kazakhstan and Kyrgyzstan. PepsiCo Europe CEO Silviu Popovici also highlighted the enhanced sales and distribution capabilities this collaboration will provide for PepsiCo’s brands in the region.
This partnership builds on existing bottling agreements between Carlsberg and PepsiCo in five other countries, including Norway, Sweden, Switzerland, Cambodia, and Laos. Additionally, Carlsberg is in the process of acquiring Britvic plc, which would allow it to produce and distribute PepsiCo’s soft drinks in the UK and Ireland, pending regulatory approval.