The Carlsberg Group has announced the expansion of its bottling partnership with PepsiCo to Armenia and Georgia, increasing the multinational brewer’s investment in the Caucuses market.

Under the new agreement, Carlsberg will be responsible for the production, sale and distribution of PepsiCo products in the two countries after purchasing the rights from previous owner Revery.

Carlsberg said the arrangement will increase availability of its brands for consumers in the countries and create a strong cluster in the South Caucuses, building on a well-established and successful business in Azerbaijan.

Agreements for the acquisitions have been signed, with the purchase of JI Pepsi Cola Bottler Armenia from Revery subject to approval by the country’s government.

Carlsberg owns a portfolio of more than 500 different beers, as well as operating bottling plants for soft drinks manufacturers around the world.

This deal brings its PepsiCo partnership to 17 markets, including the UK, Switzerland and Cambodia. These also include its Azerbaijani operation, due to be run by Carlsberg from 2027, and Denmark, Finland, Estonia, Latvia and Lithuania, which will be operated by the brewer from 2029.

Nikos Kalaitzidakis, Carlsberg’s executive vice president, Central and Eastern Europe and India, said: “We’re excited about the expansion of our long-standing partnership with PepsiCo to Georgia and Armenia.

“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. The expanded business will provide a strong platform to further develop a full multi-beverage portfolio across the region.”

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