Carlsberg Dumps Coca-Cola, Bets on Pepsi in Nordic Markets

Carlsberg A/S is preparing a major shift in its soft drinks strategy, replacing Coke with Pepsi across much of Northern Europe in a move set to reshape the region’s beverage market.

The Danish brewer said it will become PepsiCo Inc.’s bottler in Denmark, Finland and the Baltic states from Jan. 1, 2029, while also taking over production, sales and distribution. Carlsberg’s current bottling agreements with Coca-Cola Co. in Denmark and Finland will now expire by the end of 2028.