Let’s move together
It may just be speculation or a clever leak but according to Danish press reports three Scandinavian brewers are teaming up to counter the dominance of Carlsberg in their respective domestic markets. Denmark’s Bryggerigruppen, Sweden’s Spendrups and Norway’s Hansa Borg are planning a strategic alliance, which will include marketing co-operation and joint purchasing. The move, if it were true, has taken few by surprise as the three brewers have long been involved with each other through Bryggerigruppen’s and Spendrups’ joint 40 percent stake in Hansa Borg. Earlier this year, the Danish press also reported that Carls-berg was losing its cache in its home market, as customers opted for foreign brews and those made by Bryggerigruppen (Faxe)..
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