The Carlsberg Group will expand its long-standing partnership with PepsiCo, taking full control of bottling, production and distribution across the Nordics and Baltics from 1 January 2029.
The new agreement adds Denmark, Finland, Estonia, Latvia and Lithuania to Carlsberg’s existing PepsiCo bottling footprint in Sweden and Norway. It means the brewer will manage the full PepsiCo beverage portfolio across the entire Nordic region for the first time.
Carlsberg already operates as a key PepsiCo bottler in multiple markets. With this expansion, the company’s bottling rights will extend to 14 countries across Europe and Asia, strengthening its position as a major multi-market beverage partner.
The shift also sets a clear timeline for change in Denmark and Finland. Carlsberg’s current agreements with The Coca-Cola Company in those markets will run until the end of 2028. From 2029, PepsiCo products will replace that production and distribution capacity.
For retailers, the move points to a more consolidated supply structure across Northern Europe. A single bottling partner across the region could streamline logistics and align product availability, particularly for international supermarket chains operating across multiple Nordic markets.
At the same time, the transition signals a potential reset in category competition. PepsiCo gains a broader, more integrated route to market, while Coca-Cola will need to redefine its bottling strategy in markets where long-standing agreements are ending.
The timeline remains long-term, but the direction is clear. Beverage supply across the Nordics and Baltics is moving toward fewer, larger partners with wider regional control.
The agreement takes effect from 1 January 2029.
Editor’s Note: Based on official company announcement from Carlsberg Group.
