Carlsberg and Modelo Sign Distribution Deal

Danish brewer Carlsberg has agreed a deal with Grupo Modelo for the import and distribution of its products in Mexico. Financial terms of the deal were not disclosed.

Under the agreement, Mexico’s largest brewer Grupo Modelo will gain exclusive rights to sell Valby – the brewers ‘Club’ bottle – in the Latin American market, beginning in the second half of 2007, for the next five years.

Carlos Fernandez, chairman and CEO of Grupo Modelo, said: “This is an excellent opportunity to expand our portfolio of imported beers in Mexico with a high class European beer and strengthen the leadership that we have in the segment. The import category has achieved interesting growths in the latest years, as such, our participation in this segment is increasingly important and relevant to offer our Mexican consumers a larger option of beer products.”

Nils Andersen, president and CEO at Carlsberg, said: “Mexico is a new and prosperous market for Carlsberg. The Mexican consumers prefer quality beer and we are convinced that we have chosen the right partner to introduce them to Carlsberg. Furthermore, we see Corona and Carlsberg as two brands matching each other very well. Thus both breweries will benefit from this distribution agreement.”