Carlsberg has signed an exclusive distributorship agreement with Hong Kong brewery Young Master.
Effective immediately, Carlsberg will handle the sales and distribution of Young Master’s beer and ready-to-drink portfolio across Hong Kong and Macau.
Founded in 2013, Young Master became one of Asia’s most prominent independent breweries through their award-winning beer range, new product development in the RTD category and regional expansion including export to Singapore, Malaysia and the United States.
The agreement adds to Carlsberg’s premium line-up in the territory and supports the group’s strategy to doubling down on the premium and craft beer categories in Asia, while Young Master gains access to the brewing giant’s distribution network and broader reach into bars, hotels and supermarkets in its home market.
The Danish brewing conglomerate has previously conducted similar deals in the past with the region’s craft breweries, including Pasteur Street in Vietnam and Kingdom in Cambodia.
“We are thrilled to collaborate with Young Master, a true champion of local craftmanship, to expand our product offerings in Hong Kong and Macau. This partnership not only complements our company’s premium portfolio but also deepens our connection with the vibrant local community,” said Nathaniel Moxom, Managing Director of Carlsberg Hong Kong and Taiwan.
“By utilising our extensive distribution network, we are bringing more choices to consumers and elevating the premium beer scene across the region.”
“Young Master takes great pride in our deep-rooted local heritage, and this partnership aligns perfectly with our vision and commitment to delivering premium, locally brewed drinks to the consumers of Hong Kong and Macau. It’s a win for consumers who value quality, convenience, and authenticity.” said Angad Banga, Non-Executive Director of Young Master Brewery
Carlsberg has promised to expand Young Master’s distribution into “renowned hotels, exclusive members clubs, and trendy restaurants and bars in Hong Kong” and widen retail distribution.
Given the challenges that Carlsberg have reportedly faced in Vietnam, industry observers will be closely watching Young Master’s on- and off-trade performance in the coming months.
