Tilray Brands has entered into an exclusive multi-year licensing agreement with Carlsberg Group, significantly expanding its footprint in the U.S. beer market. According to the official announcement published by Tilray Brands, the agreement grants Tilray the right to produce, market, sell and distribute key Carlsberg brands across all U.S. channels starting January 1, 2027.
The portfolio includes Carlsberg, Carlsberg Elephant, 1664, and Kronenbourg 1664 Blanc. The initial contract term runs for five years, with an automatic five-year extension subject to predefined performance criteria. Financial details were not disclosed.
For Tilray, which positions itself as the fourth-largest craft beer brewer in the United States, the partnership represents another step in its diversification beyond cannabis into beverage alcohol. CEO Irwin D. Simon emphasized that the cooperation combines Carlsberg’s global brewing heritage with Tilray’s U.S. operational scale, brewing infrastructure, and national commercial network. The goal is to expand Carlsberg’s presence in the premium European segment and increase market share in what is widely recognized as the world’s second-largest beer market.
Production of the brands will take place domestically in the United States, allowing Tilray to leverage its existing brewing facilities, procurement systems, packaging capabilities, and logistics infrastructure. Management expects enhanced asset utilization and operational efficiencies once the agreement becomes effective. Chief Growth Officer Prinz Pinakatt highlighted Tilray’s ability to brew at scale and build brand equity as central to supporting Carlsberg’s long-term growth ambitions in the U.S.
The agreement is expected to deliver immediate scale and revenue contribution upon its commencement in 2027. Industry observers note that while no financial impact will be visible before the start date, investors have reacted positively to the strategic expansion into established international beer brands.
Founded in 1847 by J.C. Jacobsen, Carlsberg employs more than 37,000 people, operates breweries in over 30 countries and is present in more than 150 markets worldwide. For Tilray, which operates across cannabis, beverage, wellness, and consumer packaged goods, the addition of Carlsberg’s globally recognized beer families strengthens its positioning as a diversified beverage platform in the U.S.
