PETALING JAYA: Carlsberg Brewery Malaysia Bhd (CBMB) and Asahi Group Holdings Ltd have mutually agreed not to renew the exclusive distribution of the Asahi brand or trademark in Malaysia, which expires on Dec 31, 2023.
In a statement, CBMB managing director Stefano Clini said the group will continue to drive its premiumisation strategy.
“We are in the midst of exploring opportunities to expand our premium portfolio to deliver the best drinking experience to our Malaysian consumers.”
“We have had a great run with Asahi Super Dry, and it is an amicable parting after having the sole rights to locally manufacture, sell and distribute the brand for more than 10 years. Having said that, the group will remain the exclusive distributor of Asahi for 2023 and we will continue to support the brand for the rest of this year,”
The non-renewal of the Asahi agreement is not expected to have any material financial impact to CBMB for the year ending Dec 31, 2023, the brewery said.