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US-based Tilray Brands has entered into a exclusive brewing and licensing agreement with Danish brewer Carlsberg, starting 1 January 2027.

Under the terms of the deal, Tilray has been granted a multi-year license to produce, market, sell and distribute Carlsberg, Carlsberg Elephant, 1664 and Kronenbourg 1664 Blanc branded beers across all US channels.

From the 1 January 2027 start date, the deal has an initial five-year term, with an automatic renewal for an additional five years subject to performance criteria.

Tilray will locally manufacture the Carlsberg products and increase Carlsberg’s market share of premium and mainstream imported beers within the US, the world’s second-largest beer market.

The company will leverage its brewing facilities, sales and marketing team, and commercial expertise in the US, strengthening its position as a scaled and diversified beverage platform.

Irwin D Simon, chairman and CEO of Tilray Brands, 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.”

Prinz Pinakatt, chief growth officer at Tilray, said Carlsberg’s portfolio aligns well with Tilray’s growing platform, which includes a range of craft beers as well as functional and cannabis F&B products.

“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 added. “We are excited about the potential to create significant long-term value for both companies.”